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Following the launch of its star-studded ‘Defy Labels’ campaign during Super Bowl 50 earlier this year, BMW’s Mini is now taking on the Olympics with a spot that features eight US Olympic athletes who have had to overcome labels to get to where they are today. Created by Butler, Shine, Stern & Partners (BSSP), the campaign features athletes including Serena Williams, two-time cancer survivor & pro beach volleyball player Jake Gibb, and Muslim fencer Ibtihaj Muhammad. The 30-second TV spot highlights the various obstacles and stereotypes each athlete has dealt with throughout their life, everything from growing up in foster care to being placed in special ed classes as a child. The '#DefyLabels' Olympic campaign is part of Mini's effort to reposition the brand as one that embraces and overcomes its own various labels, like being called a “chick’s car,” “short man’s car” or a “slow car.”


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 @ All Day Every Day: Matt Baron

Editors @ Cut + Run San Francisco: Pete Koob, Christopher Malcom Kasper & Andy Berner (Pete Koob on the TV. Christopher & Andy on all other elements)

Music: Human

Mix: Joaby Deal @ One Union

Color Grading: Shane Reed @ Apache

Finish: Jogger