The product: Mini Clubman

The premise: The Mini knows you've been talking about it behind its back, calling it "a chick car." Or a "gay car," delivered with air quotes. Or a "single young professional's car" that has "no street cred" and "ain't hip hop." All of the criticisms are delivered by a who's who of celebrities and pro-athletes: Serena Williams, Abby Wambauch, Randy Williams, T-Pain, Tony Haw, and Harvey Keitel. "This car doesn't care what you call it," concludes the ad. The motto, "Defy Labels," is a marketing-meets-self-esteem campaign that continues on the brand's website with in-depth interviews with each of the celebrities featured.