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MINI USA is an official sponsor of the U.S. Olympic and Paralympic teams and has launched their “Win Small” marketing campaign in honor of the surprise heroes and underdogs who inevitably emerge from each Olympic Games.
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MINI likens themselves to the overlooked and outmatched, to the competitors not expected to do anything of consequence. This comparison is artfully represented in a commercial that has received a lot of airtime during the London Games (embedded below) which features several “small” or “mini” competitors finding success against larger foes.
Tom Salkowsky, Manager of MINI USA Marketing commented: “Our Win Small content underscores MINI’s size but also our mindset of being the feisty underdog overcoming the odds and skeptics. It is something MINI and our owners are familiar with and what better way to celebrate that than cheering on small.”
MINI USA has encouraged fans to contribute their own stories of overcoming adversity, which will be featured on their social media channels at the conclusion of the campaign.
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