BMW-owned Mini is relying on star-power to fuel its Super Bowl ad. Six celebrities will appear in the 30-second-spot, including tennis star Serena Williams, actor-producer Harvey Keitel, rapper T-Pain, skateboarder Tony Hawk and former baseball star Randy Johnson.
Also in the ad is retired soccer star Abby Wambach, who appears in this teaser video released today. Her appearance comes just one month after she pleaded with viewers to "forget me" in a spot for Gatorade released before her final match. In that ad she said she wanted to leave a legacy "where the next generation accomplishes things so great that I am no longer remembered." To prove she was serious, she deactivated her social media accounts. But her time out of the limelight was short-lived. She returned to Twitter on Jan. 4, and on Friday appeared on the "The Late Show with Stephen Colbert."
Mini's Super Bowl ad is called "Defy Labels." The spot is intended to move the car brand beyond the labels it has often been associated with, like small and cute, according to a spokeswoman.
"This campaign is a way of acknowledging those labels while at the same time showing people that we're more than that," the spokeswoman said in an email. "Our brand has grown up; our product is more sophisticated. We have defied the labels that have been put on us for years and have defined ourselves in a powerful way."
The celebrities were chosen because "they have each in their own right been labeled and have overcome those labels," she added. The 30-second ad is by Butler, Shine, Stern & Partners and will air in the third quarter, as Ad Age recently reported. The brand on Monday also released a video starring Ms. Williams.
This story originally appeared at AdAge.com.