Casting Off Stereotypes: MINI Super Bowl Ad Is About Defying Labels

Mini knows a thing or two about being labeled.

Some say Minis are cute “chick cars,” or that they’re underpowered and lack space, says Tom Noble, the brand’s marketing chief.

So Mini drew inspiration from this trend in a star-studded Super Bowl spot about defying labels that it begins teasing today.

Mini assembled an assorted cast that can relate to being labeled.

W208 - 1/18/2016 3:30:18 PM

0 Boost

Sorry Mini. It's not about being girlie of having shite hp on the lower models.

It's the fact that I can go on Autotrader right now and PAY(LOSE) $40k FOR A FKNG 2 DOOR S MODEL!!!!

MDarringer - 1/18/2016 4:39:02 PM

+1 Boost

Given Mini's buyer demographics skewed toward middle-aged women...I say it's a chick car.

MBguy - 1/18/2016 9:47:25 PM

+2 Boost

MINI was already losing ground with male drivers before this... this certainly seals the deal.

If it wasn't a chick car before, it certainly will be now!!

w222 - 1/23/2016 10:03:03 PM

+1 Boost

Some say Minis are “death traps,” or that they have as much power as an electric scooter, says Tom Noble, the brand’s marketing chief.