Perhaps you’ve been taking notice of the recent campaign to “Defy Labels,” presented by our favorite automaker here at MINI of Peabody Massachusetts. They made a big splash with the campaign during the Super Bowl. And now, MINI is back to help celebrate individuality and diversity among U.S. athletes partaking in the 2016 Summer Olympic Games in Rio.

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It’s a great message from an automaker that continues to “Defy Labels.” Models like the 2017 MINI Cooper S prove that you don’t have to be big or inefficient to deliver big performance and thrills. And you don’t have to follow along with the crowd when you choose a new car either.

The automaker’s head of marketing, Tom Noble, tells AdWeek: “The campaign targets the MINI mind-set.”

“It’s about people who think independently,” said Noble. “Our fans are people who appreciate design and also appreciate individuality.”

The ad campaign emphasizes that sense of individuality by highlighting the stories of eight Rio-bound U.S. competitors and athletes. Among the athletes celebrating individuality and diversity are Ibtihaj Muhammad, a fencing athlete and Muslim woman who competes while wearing a hijab, Carlin Isles, a rugby athlete shaped by his early school experiences in special education classes, and Jake Gibb, a beach volleyball athlete who twice defeated cancer.

The advertisements, presented on television as well as online, also feature Morghan King, a champion weightlifter, Carlos Balderas and Claressa Shields, boxing competitors, and Cullen Jones, competitor in swimming events.

Tennis athlete Serena Williams, also featured in the automaker’s Super Bowl campaign, sums up the theme of the campaign: “The only label that matters is Olympia.”

“This is a message we as a brand hold close to our heart… In many ways MINI is labeled, but that doesn’t hold us back,” said Noble.

You can celebrate your own individuality and diversity when you come in to check out a 2017 MINI Cooper S near Salem, MA as well as our complete selection of MINI cars available in our inventory. And don’t forget to catch the automaker’s inspiring “Defy Labels” campaign on their website or on a television near you!