Among the athletes highlighted are a two-time cancer survivor, a fencer who is Muslim and a rugby player that was once teased for being a “special ed kid.”
The campaign is a off-shoot from the company’s previous “Defy Labels” ad campaign that was launched earlier this year. The latest campaign was created by Mini USA’s advertising agency, Butler, Shine, Stern & Partners.
“We specifically selected these remarkable athletes because they are different. Their stories are not what you would expect,” said Tom Noble, department head, MINI Brand communications, in a press release. “In the end, it’s not about the labels people give you, it’s about who you are and what you overcome. It’s about being an individual and creating your own path, something we as a brand know a lot about. These Olympians and their stories offer important lessons that reveal the power of the human spirit to surprise and inspire.”
Along with the commercial, the campaign also features unscripted interviews with eight athletes – Serena Williams, boxer Claressa Shields, fencer IIbtihaj Muhammad, volleyball player Jake Gibb, boxer Carlos Balderas, rugby player Carlin Isles, weight-lifter Morgan King and swimmer Cullen Jones.
“We introduced our Defy Labels campaign during the Super Bowl this year to a great response,” said John Butler, chief creative officer at BSSP, in the release. “We have evolved the campaign to focus on the accomplishments of the athletes and to celebrate their ability to overcome outsized challenges.”