BSSP continues "Defy Labels" as the first step in the auto brand's Olympics campaign
Car maker Mini continues its "Defy Labels" campaign with online spots featuring the stories of eight US Olympians headed to the Rio Games next month. The short films by BSSP begin with the athlete sharing stories of adversity and the labels they’ve had to bear. Rugby player Carlin Isles was in foster care and special education. Beach volleyball player Jake Gibbs is a two-time cancer survivor. Weightlifter Morgan King didn’t pick up the sport until she was 26. Tennis star Serena Williams has spent her entire career showing the world why she can’t be dismissed. Boxers Carlos Balderas and Claressa Shields overcame poverty, and Shields returns to the Olympics as the reigning gold medal winner. Fencer Ibtihaj Muhammad was ridiculed for wearing the hijab. And swimmer Cullen Jones fought for acceptance as a black man in traditionally white sport. Each athlete also talks about the labels applied to Minis. The series is Mini’s first step in its Olympics campaign, which will include TV spots that debut in early August.