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MINI x Super Bowl

Small... cute... chick. MINI has been called a lot of things over the years. So we went ahead and embraced these labels and abruptly turned them on theirs head in a star-studded Super Bowl Spot. We also created a social campaign called #DefyLabels and populated it with unique video content.


It ended up being the third-most-watched commercial on Super Bowl 50 by garnering over 40MM views on YouTube. MINI and #DefyLabels became the most talked about car brand on social media during the big game. After all was said and done, Defy Labels became the most successful advertising effort in MINI history.

w/ Mark Krajan

Director: Christian Webber [Park Pictures]

 

MINI Defy Labels x Super Bowl 50

Small... cute... chick. MINI has been called a lot of things over the years. So we went ahead and embraced these labels and abruptly turned them on theirs head in a star-studded Super Bowl Spot. We also created a social campaign called #DefyLabels and populated it with unique video content.


It ended up being the third-most-watched commercial on Super Bowl 50 by garnering over 40MM views on YouTube. MINI and #DefyLabels became the most talked about car brand on social media during the big game. After all was said and done, Defy Labels became the most successful advertising effort in MINI history.

 

w/ Mark Krajan

 

Director: Christian Webber [Park Pictures]

 

Defy Labels Super Bowl