Almost everyone in the world has struggled with self-confidence at some point in his or her life. With the constantly evolving fashion industry always redefining the standard of "beauty", sometimes it is hard to step back and enjoy oneself as a unique individual. In the Super Bowl advertisement presented by Mini Cooper, Serena Williams and several other actors, athletes, and artists are used to appeal to the idea of defying labels. The advertisement uses Aristotle's modes of persuasion by using famous actors (ethos), having the actors outwardly admit their stereotypes (pathos), and stating at the end "this car doesn't care what you call it" (logos) to spark the desire to stop stereotypes around the world. 

The commercial opens with Serena Williams, a worldwide tennis phenomenon, in a muscle tank leaning against the hood of the car. I think the producers chose to put her in this outfit because it shows off her masculine body type, which she then addresses by stating, "[the Mini Cooper] is a chick car".  The next scene is Abby Wambach, an openly gay soccer player saying, "[the Mini Cooper] is a gay car". The next few scenes that follow are different actors, athletes and other people stating stereotypes that affect them on a personal level, and tying them to the car. The producer of the commercial applies pathos and makes an emotional connection with the audience by presenting negative stereotypes, which create a feeling of sympathy toward the actors on screen. Anyone who has been bullied or called names can immediately relate. Because the actors are so confident in themselves when presenting their stereotypes, the viewers are given a sense of empowerment and self-assurance to face their own labels. This commercial followed the halftime performance, which had a "Believe In Love" theme. This is relevant because both the performance and the commercial are encouraging people to be themselves and accept one another.

In order to grab the viewers attention, the commercial producer choses a wind range of well-known individuals who face public scrutiny in their daily lives. Abby Wambach, a member of the women's USA soccer team, is homosexual and has to face the backlash of society for her choice to openly admit to her lifestyle. T-Pain is a hip-hop artist with over 60 chart-topping songs and two Grammy awards. On his path to success he has faced scrutiny and labels but claims, "([he has] overcome those labels by somewhat embracing them)". Another athlete featured in the video is Tony Hawk, a professional skateboarder. I understand how he would face backlash because of his career, skateboarding is not looks at as being a sport or activity you can build a career off of. Tony has been told to "get a real job" because he is "too old for [skateboarding]" but because it's something he is passionate about he does not listen to the critics. In the commercial, he claims the car "doesn't have street cred", which after I researched the term means, it does not have a commanding level of respect. He tied this claim to both him and the car by making the point that people don't respect adult professional skateboarders, and they do not respect cars like the Mini Cooper.  

The commercial ends with Harvey Kietel saying, "this car doesn't care what you call it". This is the only place in the commercial where logos is applied. The car does not have any feelings or emotions so by saying that it does not care what you call it you are stating a fact, not an opinion. It demonstrates logos by discounting the stereotypes presented with a inarguable fact.

This ad appeals to its audience by creating a strong emotional response through stereotyping and choosing to use well-known actors. There is not a lot of logical appeal used; instead the audience is attracted through the relatable content of name calling, and the use of recognized athletes and actors. The message presented in this commercial is an important one, ant after watching it, you must ask yourself "what defines me, and how can I Defy labels?".

