Mini enlists a ton of celebrities to de-label the car, and we end up with an edit of race-car drivers, kids and sports celebrities all repeating a negative said about the car, while being the opposite ofm or exactly the label they just said. Harvey Keitel says the car doesn't care what you call it. Conclusion, the car is for you, its for me, its for everybody and we're all individuals (I'm not).

Client: Mini

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.