How rejecting conformity can transform your work from ordinary to extraordinary
Mini Cooper’s “Not Normal” campaign celebrates the power of breaking free from convention
Last week, during a meeting about our 2013 initiatives, I found myself expressing frustration with the tendency to do things “the way they’ve always been done.” This led me to share a Mini Cooper advertisement I’d recently discovered—a video that has since become something of an inspiration for our team. In fact, it’s sparked a new catchphrase around the office, with colleagues dismissing conventional ideas by saying, “eh…that is so normal.”
The ad is part of Mini Cooper’s “Not Normal” campaign, which launched in 2013 to differentiate the brand in an increasingly competitive market. When rivals like Chevrolet began releasing similar compact vehicles, Mini needed to reinforce what made them special—their distinctive, unconventional character that appeals to those who prefer to stand out rather than blend in.
What resonates most about this campaign is its central message that challenges us all: Why settle for normal when you could be amazing?
The Power of Being Different
The Mini Cooper campaign brilliantly taps into a fundamental human truth: most of us secretly want to stand out, even as social pressure pushes us to conform. The advertisement celebrates those who choose to be different—not just for the sake of being different, but because authentic self-expression leads to innovation, creativity, and genuine connection.
In business, this principle applies just as powerfully. Companies that simply follow industry norms rarely disrupt markets or create memorable customer experiences. The most beloved brands—from Apple to Airbnb—earned their positions by challenging conventional wisdom and exploring uncharted territory.
When Mini launched this campaign, they weren’t just selling cars—they were selling permission to embrace individuality. The message works because it speaks to something deeper than product features; it addresses our desire to live authentically rather than according to others’ expectations.
The Normalcy Trap
My favorite line from the video perfectly captures why breaking free from convention matters: “Normal can never be amazing.” Think about that for a moment. If we aim for normal—for the expected, the safe, the already-done—we automatically cap our potential at mediocrity.
In our professional lives, the normalcy trap is particularly dangerous. It manifests in many ways:
- Choosing the “proven” approach even when it doesn’t quite fit the challenge
- Presenting ideas that won’t be rejected rather than ones that might transform
- Following industry best practices without questioning their relevance
- Benchmarking against competitors rather than reimagining possibilities
“Who would ever want to be normal?” the ad asks. When framed this way, conformity seems not just limiting but almost absurd. After all, no one is inspired by products, services, or experiences that are merely adequate.
Perfect Brand Alignment
What makes this Mini Cooper campaign particularly effective is how perfectly it aligns with the product itself. The Mini has always been a car that stands out—compact in a world of SUVs, playful in a sea of seriousness, distinctively designed amid cookie-cutter sedans.
The “Not Normal” message works because it’s authentic to the brand’s history and values. Mini isn’t pretending to be something it’s not; it’s celebrating what it truly is. This authenticity creates a powerful connection with consumers who share similar values and self-perception.
The campaign represents exceptional marketing because:
- It positions a potential weakness (being different from mainstream cars) as a strength
- It creates emotional resonance beyond product features
- It invites consumers to join a mindset, not just buy a product
- It’s memorable and distinctive in a crowded advertising landscape
Breaking Normal in the Workplace
Since sharing this video with my colleagues, I’ve noticed a subtle but significant shift in our team discussions. Referencing the “not normal” concept has become a playful but powerful way to challenge conventional thinking and push for more innovative solutions.
When someone proposes the standard approach to a problem, another team member might ask, “Is that the normal solution or the amazing one?” It creates a space where thinking differently isn’t just permitted but actively encouraged.
The most valuable aspect of this shared reference point is that it removes the personal element from critique. Instead of saying “I don’t think your idea is innovative enough,” we can simply ask whether it falls into the “normal” category. This creates psychological safety while still pushing for excellence.
Your Personal Brand of “Not Normal”
The Mini Cooper advertisement poses a question worth reflecting on: What’s your version of “not normal”? Where in your work could breaking from convention create something truly exceptional?
Every time I see a Mini Cooper now, I’m reminded of this message. It’s become a visual trigger that prompts me to reconsider my approach to challenges and look for unconventional solutions. (Credit to BMW’s marketing team for creating such an effective association!)
This awareness extends beyond specific projects to how I hope others perceive my contributions. When colleagues see me in the hallway or think about our interactions, I want them to associate me with work that isn’t just adequate but genuinely amazing—work that could never be described as “normal.”
If you’re passionate about your work, chances are it won’t be normal—it will be amazing. Passion naturally drives us beyond convention toward something more meaningful, more distinctive, and ultimately more valuable.
Beyond Normal: Your Turn
The next time you find yourself following a conventional path simply because it’s the expected route, pause and consider the Mini Cooper question: “Who would ever want to be normal?” Challenge yourself to identify at least one aspect of your current project where breaking from normal could lead to something extraordinary.
Remember that amazing rarely happens by accident. It emerges when we consciously reject the gravitational pull of “how things have always been done” and venture into unexplored territory. It happens when we give ourselves permission to be distinctively ourselves rather than pale imitations of what we think others expect.
Here’s to you doing amazing work…
Join the Conversation
Where have you seen “not normal” approaches lead to extraordinary results? Share your examples of breaking from convention in the comments below!