MINI Defy Labels

MINI USA is running “Defy Labels”, an integrated advertising campaign timed to coincide with the 2016 Super Bowl game on February 7. Serena Williams, Abby Wambach, Randy Johnson, T-Pain, Harvey Keitel, and Tony Hawk, are appearing in online ads in anticipation of the Super Bowl commercial, addressing moments in which they have been labelled. All six personalities are featured in long form interviews talking about labels, online at

MINI Defy labels


The MINI Defy Labels campaign was developed at Butler, Shine, Stern & Partners by chief creative officer John Butler, creative director Mark Krajan, senior copywriter Luke Zehner, senior art director Sinan Dagli, senior producer Lori Pisani, director of integrated production Adrienne Cummins, business affairs manager Nihad Peavler, group business director Chris Cardinal, account director Danny Peters, account supervisor Michelle Finelli, associate director of strategy Lenny Karpel, and digital strategist Alex Pappas.

Filming was shot by director Christian Weber via Park Pictures. Editor was Doug Walker at Beast, San Francisco.