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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.

JCW Tuning Kit comes to Mini Countryman and Clubman

Mini devoted one line in the middle of its SEMA press release to the limited-edition Ice Blue Cooper S Hardtop on show at SEMA. We'll give it a few more lines: the Ice Blue hue hasn't been available since 2013, and Mini's being coy about how long the color will hang around. Available on two-door Cooper models, the Ice Blue package adds optional features beyond color, like custom wheel caps and Mini Connected, and adds a few thousand dollars to the MSRP depending on which Cooper you start with. Ready for the big Mini news? The John Cooper Works Tuning Kit will soon be available for Cooper S and Cooper S ALL4 Countryman and Clubman; before now, the kit could only be had for the Cooper S hardtop and convertible. The kit juices horsepower up to 208 hp from 189 hp, and throws in another 14 pound-feet of torque to top out at 221 lb-ft. The stainless-steel exhaust reduces exhaust gas back pressure, and can be controlled via Bluetooth for Sport or Sport+ auditory response. Sport, we're told, is safe for any road, while Sport+ makes a track-only kind of cacophony. The back-end growl gets piped through either chrome or carbon fiber tailpipes. The JCW Tuning Kit goes on sale in January 2018 for $1,950, and can be installed at any Mini dealer. Related Video: Featured Gallery Mini Ice Blue Cooper S Hardtop View 10 Photos Related Gallery Mini John Cooper Works Tuning Kit Aftermarket SEMA Show MINI Coupe Performance mini clubman mini cooper s jcw

Mini sells 500,000th car in US

Mini has officially sold 500,000 vehicles in the United States. The achievement came just a few days after the company commemorated its 11th anniversary in America. When the automaker first opened its doors to US buyers in 2002, it sold just 24,590 unis. Last year, the automaker moved 66,123 vehicles thanks in part to an expanded lineup that now includes the Clubman, Countryman, Coupe, Roadster and Paceman in addition to the stalwart Hardtop and Convertible. The company plans to have some 130 dealerships nationwide by the end of 2013; there are currently 116 Mini dealers in the US.
Mini helped reignite an interest in small cars with plenty of personality when it debuted the Cooper 11 years ago. The move helped pave the way for machines like the Fiat 500, Ford Fiesta and Chevrolet Sonic. Check out the quick press release on the 500,000th Mini model below.