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Mini's Super Bowl ad stars Serena Williams and Tony Hawk

Everyone seems to have an opinion about what kind of car a Mini is, and what it says about its driver. For many, it seems, buying one is as much a fashion statement and lifestyle choice as it is anything else. And Mini is out to face those notions head-on in its latest Super Bowl ad. Set to air during the third quarter of the big game on the 7th, the spot brings in a star-studded list of celebrities. Tennis great Serena Williams, soccer player Abby Wambach, hip-hop star T-Pain, major-league pitcher Randy Johnson, skateboard legend Tony Hawk, and actor Harvey Keitel all feature in the 30-second spot dubbed "Defy Labels." The ad was produced by Butler, Shine, Stern & Partners and shines a spotlight on the new Mini Clubman. But you don't have to wait until Sunday to see it: you can watch it right here, and scope out the additional behind-the-scenes video below. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. MINI DECLARES DEFIANCE IN STAR-STUDDED GAME DAY AD Woodcliff Lake, NJ – February 1, 2016... As more than 100 million viewers around the world prepare to tune into the big game on February 7, MINI USA is unveiling its star-studded 30-second spot today, set to air in the third quarter of the year's biggest night in television advertising. The ad, created by Butler, Shine, Stern & Partners (BSSP), embraces many of the labels the brand has experienced over the years with a very powerful message: it doesn't care what you call it. "Defy Labels," has its roots in the fact that everyone and everything is labeled but how you handle those labels is what matters. With defiance at its core, the campaign inspires people to shed the labels society has placed upon them and instead define themselves. "Ever since the first Mini was built in 1959, it has been labeled as one thing or another. It's small. It's cute," said Tom Noble, department head, MINI Brand Communications. "This campaign acknowledges those labels in a very authentic way while simultaneously showing people MINI is more than that. With the launch of the new Clubman, our brand is growing up, our products are more sophisticated, and its time to reset the conversation." The brand worked with an ensemble cast of athletes and celebrities to help start that conversation.

2017 Mini John Cooper Works Clubman ALL4 | Pint-size performer with a premium price

Last September, Mini revealed the Clubman John Cooper Works (JCW). It applied the same general JCW formula used on the regular three-doors to the longest Mini by giving it even sportier suspension and the potent 228-horsepower turbocharged 2.0-liter four-cylinder engine. But from there, Mini gave the Clubman JCW even more torque than other JCW models, and the most of any Mini model, with a total of 258 pound-feet. It also fitted standard all-wheel drive. On paper, it sounds like the ultimate performance Mini, and it doesn't hurt that it's about the most practical model. So how did it hold up in practice? First of all, this Mini has a serious weight problem. You might be tired of alarmist auto journalists whining about the increasing size of vehicles, but it's a major issue with this Mini. It actually weighs more than a V6 Chevrolet Camaro. The Camaro weighs 3,435 pounds, and the Mini weighs 3,450. That's for the manual transmission version, too. Our automatic-equipped test car weighed more than that. As a result, it feels noticeably slower than the competition, despite making 228 horsepower and the aforementioned torque. There's an area in which the Clubman JCW could easily lose some weight, and that's in the all-wheel-drive system. It's a Haldex-style system that only kicks in when the front wheels start to slip, so it's only beneficial for traction in bad weather, not for improving the driving experience by, say, reducing the car's understeer. That's fine for more mainstream Minis, but the JCW line is all about performance and speed, so if the all-wheel-drive system doesn't improve the driving experience, it should simply be dropped to make the car lighter. Despite the Mini's prodigious portliness, there are good points. The engine is very smooth, and power comes on almost instantly. In more aggressive driving modes, the exhaust pops and burbles almost every time you lift off the gas pedal. T he eight-speed automatic paired with this engine was equally up to the task. Shifts were fast and smooth. And it even worked well leaving it in automatic mode. It held gears smartly, and it would downshift while braking to ensure you had the right gear when taking off again. The Clubman JCW also has the brand's trademark corner-carving skills. Body roll is nearly absent in the normal driving mode, and what little was evident is removed when switching to Sport mode. The car responds immediately to each steering input, and it has tenacious grip through corners.

Mini pokes fun at Anthony Weiner using fake Twitter account

Mini, never one to pass on a marketing opportunity, has pounced on the plight of embattled New York City mayoral candidate Anthony Weiner, who seems to have an issue with sending pictures of his genitals to young women. Observers will notice that this is the second time the unfortunately named Mr. Weiner has been in the spotlight for his picture messages.
Capitalizing on Weiner's alias, Carlos Danger, Mini has created an account on Twitter - @CarlosDMotor. With a note on the profile page listing "Danger" as the account's middle name, it's sent out just one tweet, containing the message, "Wanna get your hands on my stick?" Attached to the Tweet is a scantily clad Mini Cooper S, with a towel around its "waist" snapping a picture. Too soon? To borrow the brilliant pun from AdWeek, the "auto erotica" was the idea of Mini's marketing agency Butler, Shine, Stern & Partners. Click below for the full tweet.