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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.



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

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