Car dealers typically make up a large portion of Super Bowl commercials, so seeing multiple vehicle advertisements is not foreign to those who partake in watching. Most marketing strategies, in regard to vehicles, aim to show a car in many ways. The luxury brands target the upper class by using their professional style cars along with a classy build. A more family oriented brand pursues the average parent with a spacious and efficient vehicle. Then there are the brands that specialize in sport model cars that intend to show off an eye-catching, speedy, unique build. Throw in some dramatic music, some humor or action, attractive women, and the layout for a typical car commercial for this generation is fulfilled. This year Mini stood out in a way most car propaganda does not. Viewing the this subject rhetorically it is shown that the company uses all three facets of persuasion in pathos involving a use of personal and relatable stereotypes, the ethos of the stars featured in the commercial, and the logos of the overall message of Mini's advertisement.  

The issue in this commercial is the way people cast judgment on subjects, or objects they do not agree with. Mini's advertisement uses the negative thought process in addressing the reputation of their cars. The overwhelming opinion on their vehicles is mostly negative. Critics see the car as being too small, not built for a family, is too slow, and not cool enough to drive. With the frame being a much smaller size than the average car, taller individuals would not think to buy the vehicle. The car does not possess an edgy style in comparison to a luxury or sports car. It comes along with stereotypes like being a car only a woman would drive, which discourages male customers. If a man drove a feminine car judgment could be casted and say he was soft, or gay. Mini uses these critiques and addresses them head on. The celebrities involved in the commercial were shown talking about the labels they have overcome, and how the unpleasant assumptions of others hold no weight. By fighting the acquisitions of the critics, and supporting others to be themselves the commercial appeals to the pathos of the viewer. Reaching the target audience emotionally creating a sense of understanding and acceptance.   

The Mini USA website, just like any other dealership, provides multiple reasons why the vehicles they sale are adequate and should be purchased. The use of celebrity cameos is nothing new, but Mini does it differently. Mini decreases the ethos of their detractors, and increase their own with a group that excel in their fields, are well known, and fit one or more of the many stereotypes placed on the owners of their cars. At the top of the webpage black and white interviews are available in a slide. The interviewees include Serena Williams, Abby Wambach, Randy Johnson, Harvey Keitel, T-Pain, Tony Hawk, Michael Whinnett, and Michai Stephens. All of the people involved in the interviews personally own and drive a Mini car. They all speak on their own favorite moments that include their Mini. Instead of solely preaching about the car the people talk about themselves as well. They speak on personal experience and give insight into their personal lives. Presenting their differences and challenges at the workplace, and in daily life shows how all of their labels connect directly with the Mini brand. The speakers all tell how labels do not define them and how they are comfortable being themselves. The thought of self acceptance is evident in "This powerful concept leverages the brand's new sophisticated positioning, with a little bit of the MINI attitude that's always been there," said John Butler, chief creative officer, BSSP. "It goes beyond a typical celebrity endorsement. This creative is all about not letting others define you, or for that matter, what you choose to drive. It's about never giving others that power over you."

The appeal to the logos aspect of this commercial is very simple. It is common reasoning that everyone is ultimately in control of his or her own actions and decisions. In a court of law it is not feasible for a person accused of murder to blame it on being told they look like a murder. The outlook of a single person is not a reasonable stance to base one's life on. The current generation being heavily influenced by social media the pool for comments and criticism is increased greatly. Similar to anti cyber bullying advertisements that promote people to practice self-appreciation and not allow comments influence their self-perception. The Internet had positive things to say about the commercial after it aired. An article from Jamie Primeau which labeled the Mini commercial "The Most Important Ad of Super Bowl 50 That You Probably Missed." The ethos of this author is that she is well versed in this field by having experience in writing for Bustle and Metro, which are known for entertainment and news writing. Also a graduate from The College of New Jersey who studied journalism, English, and women's and gender studies. Jamie inserts quotes from the commercial that speak towards the stereotypes placed on the car. She takes note that the advertisement, in the uncut version, ends with "This is a car that doesn't give a damn what you call it." The more family friendly commercial aired during the Super Bowl stated, "This is a car that doesn't care what you call it." Ultimately Mini uses that closing statement to bridge the gap between the attitude of their brand and the owners of their vehicles. The hash tag #Defylabels was tweeted by the celebrities in the advertisement, people who approved, and even other companies like Axe and Persil ProClean.

The Mini campaign is pushes to alter the view of their cars, while it also recognizes and refutes the criticism against their brand. They accomplish the task by using an ethos appeal through creditable advocates to their cause, a pathos appeal in using the personal sentiments of those advocates, and a logos appeal of simple reasoning in regards to personal acceptance. The most effective part of the persuasion is that the company uses all of the appeals to connect directly to the audience.

