It’s been five years since MINI’s premier Super Bowl commercial and they’re back for round two this Super Bowl 50, Sunday, Feb. 7, 2016. This year, the automaker is bringing along tennis star Serena Williams for the ride. In the 30-second spot, Williams explains how negative labels have driven her success and how she’s worked to #DefyLabels.
For the no. 1 tennis star in the world, success sounds like an understatement. The 21 Grand Slam title holder was Sports Illustrated’s 2015 Sportsperson of the Year. She won 53 of 56 matches played last year, three of the four Grand Slam events, and held the No. 1 spot in the WTA rankings every week.
In the spot which airs during third quarter, the tennis ace and previous owner of a yellow two-door MINI Cooper will be joined by the recently retired soccer great Abby Wambach, singer T-Pain, retired MLB pitcher Randy Johnson, skateboarder Tony Hawk and actor Harvey Keitel.
Each also filmed a series of long-form interviews sharing their own perspectives about labels that are available on the campaign microsite at MINIUSA.com/defylabels.
“This powerful concept leverages the brand’s new sophisticated positioning, with a little bit of the MINI attitude that’s always been there,” said John Butler, chief creative officer, BSSP. “It goes beyond a typical celebrity endorsement. This creative is all about not letting others define you, or for that matter, what you choose to drive. It’s about never giving others that power over you.”