MINI Olympic Commercial Urges ‘Winning Small’

MINI Olympic Commercial Urges ‘Winning Small’

In one of its many efforts to capture the nationalism market, MINI is playing up the Olympic spirit in a new commercial that targets a country you might not expect.

Despite being a German-owned British automaker, a new ad from MINI is encouraging the U.S. team. It urges viewers to “win small,” saying that “small victories are always sweeter.” The message isn’t really clear, though. It would if it were directed at a smaller country, but with athletic legends like Michael Phelps, who stands to break the record for holding the most Olympic medals of any athlete in history, probably wouldn’t agree.

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