Mini’s Super Bowl advertisement is a ritzy kiss off to labels.
Tennis hotshot Serena Williams, sitting on a jet black Mini while shaking some executioner leather pants, begins things off, saying with a smile: “This is a chick car.” Then soccer star Abby Wambach disobediently proclaims, “This is a gay auto.”
The parade of celebrities proceeds with Tony Hawk, T-Pain, and so forth, bringing up different generalizations. “This is a short man’s car.” “This auto doesn’t have road cred.” “This is a cute car.” “This is a single, young, professional car.”
The promotion closes with Oscar nominee and Taxi Driver star Harvey Keitel saying, “This car doesn’t care less what you call it.”
What’s more, with a content overlay, Mini makes its message boisterous and clear: resist marks.
The advertisement is only one of numerous advertisements this year that have a more profound social message.
Axe, with a strikingly comparable tone to Mini, will air a 30-second version of its “Find Your Magic” campaign, which — in a comparative vein to Mini — urges men to overlook societal desires and be whoever they need to be.