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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.

Mini Clubman Concept throws open all six of its doors for Geneva

Coming in just over 10 inches longer and 6.5 inches wider than the 2013 Mini Clubman, the new Mini Clubman Concept that you see above is set to debut at the Geneva Motor Show next week. Let's get the maximum mini jokes out of the way right off the bat... Done? Okay, moving along.
Adrian van Hooydonk, Head of BMW Group Design, says that this Clubman Concept "shows how the Mini Clubman could be taken a step further: more interior space, a greater sense of high-end quality and yet still clever, bold and distinctive." And that extra interior space will be accessible through four real doors, eschewing the single-sided barn door approach of the current Clubman. Well, mostly - there's still the side-by-side barn door philosophy at the back instead of a more traditional upward-opening hatch. In fact, spy shots and early rumors pegged this more conventionally doored Mini as a new model selling under a new name, possibly Traveller. However, it appears that Mini will stick with the brand equity it has established with Clubman instead.
As you can see in the small image gallery above, the Clubman Concept is instantly recognizable as a Mini, though a somewhat more refined overall package than past efforts. The front headlamps still have a bit of a surprised look to them, but we think this concept's overall fascia, and its unique bright finishes, might be more successful than the latest Cooper's. At the rear, there are a set of rather large taillights dominating the view, and we note that the prevalence of air intakes and scoops at parent BMW have moved on down to the Mini line. We'll have to reserve final judgment until we see the Clubman Concept in person.

2014 Mini Cooper S Paceman [w/video]

Not Too Odd, Not Too Maxi. Is This Mini Just Right?
We recently got our first time behind the wheel of the latest iteration of the Mini Countryman, the 215-horsepower John Cooper Works model, and were left less than enthused despite the inherent fun factor that a JCW badge brings. Our time with the crossover suggests the Countryman is just too weighty and soft to properly wear the badge.
We have also spent loads of time in various Mini Clubman trims and, despite the oddity of its configuration, this model may be our overall favorite in the current Mini lineup. But it is decidedly not a volume seller, which Mini needs.