After a five-year hiatus, the MINI brand is making comeback at this year’s Super Bowl. The British marque will run a commercial in the third quarter of Super Bowl 50, making this the second MINI ad ever run during one of the most popular events in the world. The 30-second spot will feature several vehicles such as the MINI Clubman and six celebrities, among them Serena Williams, arguably the best female tennis player of all times.
She will be joined by the recently retired soccer great Abby Wambach, the rapper T-Pain, the former major league pitcher Randy Johnson, the skateboarder Tony Hawk and the actor Harvey Keitel.
Williams has previously been tied to MINI by owning a yellow two-door Cooper model, while Johnson drove a MINI hardtop in the past.
“Either they’ve driven in the car in the past, own the cars currently or have some sort of relationship,” said Tom Noble, department head of Mini brand communications.
The commercial, which was conceived by the ad agency Butler, Shine, Stern & Partners in California, will mark the beginning of a six-month brand campaign centered on the theme: “Defy Labels.”