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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 Aceman battery-electric concept previews new crossover

In March, Car magazine said the former Mini Paceman crossover would return as an electric crossover for the 2024 model year. A month later, Autocar laid out a rundown of coming, all-new Mini range that would include a new EV crossover under the Clubman at the top of the range and sport a "much more radical design." Last month, Mini teased a battery-electric CUV concept "for the premium small-car segment." Thanks to a teaser vid on Mini's Instagram page, we know that concept is called the Aceman and it will debut on Wednesday in Europe. The name is no accident, lending credence that we'll be seeing a preview of design elements found on the future Paceman.  This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. Brand design chief Oliver Heilmer has said "Purely electrically powered models from Mini give us a unique opportunity to rethink our design. At the same time, we retain the attention to detail, sense of tradition and passion for innovation that Mini is renowned for." From the video, some details will blend old and new as in taillights with a pixelated display that can form the familiar Union Jack motif as well as other glyphs. The light design continues up front, with a grille and perhaps headlights putting on illuminated displays with even more capability. Other details will be all new, like the near-frameless side mirrors. Such features could be the charismatic part of a design language called Charismatic Simplicity. It's possible this is expressed in the cabin with a touchscreen display in Mini's traditional circular, dash-mounted gauge cluster.   The simplicity part will be in more restrained trimming, such as leather-free cabins and far less chrome garnish. If the automaker uses the reveal as more than a visual exercise, we might find out about the new electric powertrains jointly developed by BMW and Great Wall. There's rumored to be a 40-kWh battery pack able to power a 185-mile range, and a 50-kWh pack good for 250 miles; those are likely WLTP figures. The coming electric range will be built in China and exported to global markets.  Related video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.

The Mini Rocketman could be reborn as an EV

Ask Mini fans what their favorite concept has been over the past 15 years, and you're likely to get one of two answers – the tiny Rocketman hatch, or the Superleggera roadster. The two cars are perhaps the best representations of the Mini brand's values, offering a tiny, efficient package in one vehicle and a stylish performer in the other. And they might finally see production. Okay, so that's an awfully big "might," and it's based on hints offered by Mini product boss Ralph Mahler to Autocar about expanding the company's range. The bad news? The Superleggera is facing long odds, Mahler said, because "roadster segment is small and demand is going down, with new markets opening up. The growth is not there, so it's always a challenge". "It fits perfectly into the brand, but we're a small [sales volume] car brand and have to be focused and know what we want to have," Mahler said, keeping hopes alive. "The Superleggera is playing a role but no decisions." Things are looking much rosier for the Rocketman, which could see a future as sort of a Mini-branded BMW i3. Originally introduced as a more elemental, affordable Mini, Mahler said it's "inspiring us as of today, especially as an EV in the future." Using the lessons learned by its parent company with the i3, Mini could adopt that car's creative packaging to make a roomy three-door with a remarkably small footprint. But even with that knowledge, building a Rocketman EV could be a tall order. "It was something that was ahead of its time but is still inspiring," Mahler told Autocar. "With a smaller car, it's a bigger challenge. With Rocketman, and talking EV in the future, as the EV engine gets more portable, it's give and take [for such a small EV]. Related Video: