Little Mini takes the stage to send a very Big Game message…
Whether you’re looking to get to Levi’s Stadium or simply cruise around town, then the Mini should definitely be the car you’re driving. The BMW brand has just released the complete Mini 2016 Super Bowl commercial and for a small car, they’ve definitely got one very big message.
Check out the ad called “Defy Labels” here and see for yourself:
The Not-So-Mini Message: Defy Labels, Define Yourself
This year’s Mini Super Bowl commercial aims to #DefyLabels and encourage potential customers to look beyond the stereotypes typically associated with the compact car. The smart, inspiring ad stars seven celebrities and one adorable little girl, all pitching in to drive home the message.
The opening shot of the Mini Super Bowl 50 commercial features tennis all star, Serena Williams. Standing in front of the Mini Caravan, she sets the tone for the rest of the commercial calling it a “chick car.” We’re treated to similar appearances from soccer champion Amy Wambach, the legendary Randy Johnson (aka The Big Unit), the one and only Tony Hawk, rapper T-Pain, race car driver Michai Stephens, Michael Whinnet and one of Hollywood’s finest, Harvey Keitel.
Each of these celebrities also created a teaser for the Mini Super Bowl spot. You can watch them all here.
“This Car Doesn’t Care What You Call It”
While the ad starts with Serena Williams, it ends with a very stern Harvey Keitel saying “this car doesn’t care what you call it” and walking off screen. (Quite a powerful message for a car brand that’s been sitting on the sidelines for the past five years). The ad takes a personal approach to marketing the brand. The company is striving to touch our hearts (and then, our pockets) by telling us to look past stereotypes, not only in cars, but within ourselves.
A classic look never goes out of style. #ClassicMini pic.twitter.com/gad6sUwoR2
— MINI (@MINI) January 31, 2016
Back to Take on the Game
The BMW Mini is back in the game after a five year hiatus. The company is using their airtime to promote the new Mini Clubman model. The 30-second commercial is scheduled to air during the third quarter of CBS’s broadcast of the 50th Super Bowl on February 7, 2016. The ad agency behind the commercial is Butler, Shine, Stern & Partners.
