--->
Home - AdRespect Advertising Media Program
leftendAbout the AdRespect Advertising Media ProgramAdRespect Advertising Media Program Ad LibraryAdRespect Advertising Media Program ResourcesDonate to the AdRespect Advertising Media ProgramContact AdRespectJoin the AdRespect Advertising Media ProgramMember logon to the AdRespect Advertising Media ProgramAdRespect Advertising Media Program
spacer
paid advertisement

AdRespect Ad Library Profile

View larger version of the video Members Only!  Download video!
Save as a Favorite

Company: BMW/Bayerische Motoren Werke AG
    View Company Scorecard / Contact Company
Brand: Mini Cooper
Ad Title: Defy Labels
Business Category: Automotive
Media Outlets: Television
Country: United States
Region: US National
Agency: Butler, Shine, Stern & Partners
Year: 2016
Target: Gays & Mainstream
none

Theme(s)

Consciousness Raising

Real GLBT Person

Theme Breakdown

AdRespect Score: 
none
Help AdRespect in its mission with a tax-deductible donation!

BMW tackles stereotypes head-on in its brilliant Super Bowl commercial for MINI. Tennis star Serena Williams begins by saying, “This is a chick car” and retired soccer player Abby Wambach adds with air quotes, “This is a ‘gay car.’ ” A list of other labels follows and Harvey Keitel finishes by adding, “This car doesn’t care what you call it.” Then the campaign slogan DEFY LABELS appears.

Each star in the MINI ad also has a longer web video. Wambach speaks to the camera, in black-and-white, documentary-style interviews, and says, “I’ve been called a girl, a tomboy, a dyke, a lesbian, a butch, a bitch…I accepted who I was at a pretty early age…You have to honor and own who you are, period.” Her words are powerful.

none

Be the first to comment on this ad!
none



Being Out Has Never Been So In
Company: BMW/Bayerische Motoren Werke AG
Brand: BMW
Country: United States
Region: North America, US Regional
Year: 2004



Freedom to Go Where You Want and Be Who You Are
Company: BMW/Bayerische Motoren Werke AG
Brand: BMW
Country: United States
Region: North America, US Regional
Year: 2004



Hard Top. Firm Bottom. It's so L.A.
Company: BMW/Bayerische Motoren Werke AG
Brand: BMW
Country: United States
Region: North America, US Regional
Year: 2007



It's About Respect.
Company: BMW/Bayerische Motoren Werke AG
Brand: BMW
Country: United States
Region: North America, US Regional
Year: 2004



Unexplainable
Company: BMW/Bayerische Motoren Werke AG
Brand: BMW
Country: United States
Region: US National
Year: 2019

AdRespect Score:


When the Top's Away, the Car Will Play
Company: BMW/Bayerische Motoren Werke AG
Brand: BMW
Country: United States
Region: North America, US Regional
Year: 2007



Space
Company: BMW/Bayerische Motoren Werke AG
Brand: Mini Cooper
Country: Canada
Region: North America
Year: 2003

AdRespect Score:


Pearly Queens
Company: BMW/Bayerische Motoren Werke AG
Brand: Rover 200
Country: United Kingdom
Region: Europe
Year: 1999

AdRespect Score:

none

Submit An Ad Test An Ad Rate An Ad Post Comments
space
© 2001 - 2019 AdRespect Advertising Education Program. All rights reserved.
Other works which appear on this site are the property of their various owners and are used for educational purposes, with no commercial intent.
space
Legal Statement and Terms of Use
Designed & Powered by Videotex


paid advertisement