Olympians Defy Labels in Hard-hitting MINI USA Spot from BSSP [Video]

A volleyball player who is a two-time survivor of cancer. A Rugby player who was a “special-ed kid.” A fencer who is Muslim. Meet some of the athletes of this year’s U.S. Olympics team who also take centre stage in a new campaign by MINI USA.  These are ‘The Defiants.’

The brand has evolved its star studded ‘Defy Labels’ campaign launched earlier this year to now feature U.S. Olympic athletes. The television spot launches today on the official MINI USA YouTube channel, and focuses on athletes and the labels they’ve overcome to become what they are today. Created by the brand’s advertising agency, Butler, Shine, Stern & Partners, it demonstrates the triumph of defiance and controlling one’s own destiny. 

“We specifically selected these remarkable athletes because they are different. Their stories are not what you would expect,” explained Tom Noble, Department Head, MINI Brand Communications. “In the end, it’s not about the labels people give you, …