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Rejecting derogatory labels and refusing to let other people's prejudice hobble your success is the theme of BMW Mini's Olympics push from Butler, Shine, Stern & Partners.
Expanding on the auto brand's "Defy Labels" mantra, the work celebrates diversity and individuality by introducing us to eight U.S. athletes heading to Rio. They appear in a 30-second TV spot that broke Monday, and Serena Williams gets the last word on the only label that matters to those competing in the Games:
"The campaign targets the Mini mind-set," says Tom Noble, head of marketing at the brand.
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