Mini Will 'Defy Labels' Including 'Muslim' and 'Immigrant' During Olympics

Continues Campaign Begun in Super Bowl 50

Published On
Jul 25, 2016

Editor's Pick

Olympic boxing gold medalist Claressa Shields has dealt with a bevy of labels in her life.

Some labeled her ugly, while others said the native of Flint, Mich., has too much muscle and is too tough.

But in a new ad campaign, Mini USA says the only label that matters is "Olympian."

Ms. Shields, who captured a gold medal during the London games in 2012, is one of eight current and former U.S. Olympians featured in the latest round of Mini's "Defy Labels" campaign. The Defy Labels promotion began in January in the lead-up to the Super Bowl this year and was highlighted by a star-studded 30-second ad during the game.

The Olympic-themed marketing push begins today with the digital release of several unscripted long-form interviews with the Olympians.

Ms. Shields is joined in the campaign by beach volleyball player Jake Gibb; tennis star Serena Williams, who is back after starring in the Super Bowl spot; rugby player Carlin Isles; weightlifter Morghan King; swimmer Cullen Jones; fencer Ibtihaj Muhammad; and boxer Carlos Balderas. The ads were created by Butler Shine Stern & Partners.

A new 30-second spot hits the airwaves in the first week of August just before the Olympics, which begin on Aug. 5 with an opening ceremony. The commercial will air during Olympic broadcasts.

The athletes confront different labels in the campaign. For example, Ms. Muhammad's label is "Muslim," while Mr. Balderas' label is "immigrant."

Read more about the campaign at Vince Bond Jr. is a writer for Automotive News.


Jul 25, 2016
Brand :
Client :
Agency :
Chief Creative Officer :
John Butler
Creative Director :
Mark Krajan
Senior Art Director :
Sinan Dagli
Senior Copywriter :
Luke Zehner
Senior Producer :
Lori Pisani
Head of Integrated Production :
Adrienne Cummins
Account Director :
Danny Peters
Account Supervisor :
Michelle Finelli
Business Manager :
Nihad Peavler
Director :
Matt Baron
Company :
All Day Every Day
Editor :
Christopher Kasper
Editor :
Andy Berner
Editorial Company :
Cut + Run
TV Editor :
Pete Koob
Music :
Joaby Deal
Music Company :
One Union
Color Grading :
Shane Reed
Color Grading :
Finish :

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