Introducing eight U.S. athlete team members to the world, the latest ads from MINI reject every stereotype that has been used by some bully or bigot to put someone else down.
Basing their campaign on the brand’s “Defy Labels” mantra, the work celebrates each athlete’s individuality, whether it be their wealth, religion, or race.
In a 30-second TV ad that aired on Monday, tennis star Serena Williams featured alongside weightlifter Morghan King, boxers Carlos Balderas and Claressa Shields and swimmer Cullen Jones amongst others.
Tom Noble, head of marketing at the brand, expands, saying the campaign targets those with the MINI mind-set.
It’s about people who think independently. Our fans are people who appreciate design and also appreciate individuality. What we do know is that the Olympics indexes highly with our fans. They appreciate sports, and there are a lot of sports during these Games which are unique and different, only coming around every four years, and so this is a good platform to reach our audience.
Check that ad:
Sure the United States’ Olympic team is large, but the ad gains traction by casting accomplished and relatable women and men who speak from the heart, as these issues really have truly affected them and their dreams.
Following the main ad, there’s a series of short interviews with each athlete that focuses on their individual story of overcoming prejudice to get where they are – and none are as prevalent to the U.S. right now as the one from fencer Ibtihaj Muhammad, who is Muslim.
At the end of the day, the States’ Olympic team has been made stronger by its diversity, and ability to embrace the unique personality trait that each athlete brings to the team.
Individuality is sacred – and if you feel the same, we can totally hook you up with a discount on your next MINI purchase. Just email editor@2oceansvibemedia.com and don’t forget that all important subject “I’m a MINI individual”.
[source:adweek]
