MINI #DefyLabels in Big Game TV Ad [News]

T-Pain | MINI USA #DefyLabels

MINI is challenging you to defy labels in its 2016 Super Bowl commercial. Working with an ensemble of celebrities and athletes, MINI brought together personalities that have the perseverance and strength to overcome the doubters and adversity intended to block their path of success.

“Too strong. What does that mean? I don’t know. It just means that I’m stronger than you.”
Serena Williams

The TV ad includes Serena Williams, T-Pain, Tony Hawk, Abby Wambach, Randy Johnson, and Harvey Keitel. Backing up the ad spot is a series of long-form interviews from each personality sharing their own experiences about being labeled. In reality, nobody can define you. Only ‘you’ can define you.

MINI USA #DefyLabels

In addition to the celebrities and athletes listed above, the “Defy Labels” ads will include non-celebrity MINI owners and members of the MINI John Cooper Works racing team, who also choose to be on a slightly altered path and break convention.

Learn how and why each person was able to learn and grow by either ignoring the labels that were thrown at them or using them to grow even stronger by watching the individual interviews at

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