BMW/Bayerische Motoren Werke AG, Defy Labels
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.
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