Mini: #DefyLabels by Butler, Shine & Stern & Partners (BSSP)

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.”