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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 JCW arrives suitably early thanks to Aussie leak [UPDATE]

UPDATE: Mini has released official photos and details of the new John Cooper Works, which we've added above and below, respectively. Mini is set to reveal its most powerful model yet in the new John Cooper Works hot hatch, but before the Anglo-Saxon automaker has gotten the chance, the first images and details have leaked out, courtesy of CarAdvice.com.au. According to the Australian website, the new JCW packs a 2.0-liter turbo four with 228 horsepower and 236 pound-feet of torque – outstripping even the previous John Cooper Works GP hot hatch, which produced 211 hp and 207 lb-ft. That's said to be good for a 0-62 time of 6.1 seconds. Of course there's more to the new JCW than engine output, and the latest Mini hot hatch – previewed in concept form almost a year ago at the 2014 Detroit Auto Show and spied undergoing testing mere weeks ago – also packs an upgraded version of the suspension in the Cooper S, with optional adaptive dampers, Brembo brakes, upgraded rolling stock and an electronic differential. A full aero kit sets it apart visually, keep the greasy bits cool and the nimble little pocket rocket glued to the tarmac, while the cockpit has also appears to have been made over to provide a suitable environment from which to unleash the new JCW's performance potential. With these details and images spreading like wildfire across the interwebs, we'd imagine it's only a matter of time before Mini releases the full monte itself, so watch this space for more. Related Video: The new MINI John Cooper Works. 10.12.2014 - Green light for the latest edition of the top athlete in the small car segment; the new MINI John Cooper Works combines authentic race feeling with the premium characteristics and extended product substance of the latest MINI Generation; distinctive, tradition-steeped, based on a vehicle concept combining MINI and John Cooper Works, with performance qualities which are exceptional within the competitive environment. - Extreme driving fun and exclusive charisma based on technology for engine, suspension and aerodynamics derived directly from motor racing as well as model-specific design features for the exterior and interior; greater differentiation from the MINI 3 door highlights the model's individual character.

2020 Mini John Cooper Works GP is priced from $45,750

Mini hasn’t even given us all the details for the upcoming John Cooper Works GP, but it already has a price. Set to debut at this month's L.A. Auto Show, the GP will start at $45,750. The last GP-badged Mini sold for $39,950, so this mid-$40,000 price point isnÂ’t out of the ordinary or unexpected. However, itÂ’s still pretty nuts considering the competition. Mini previously told us the GP will have “over 300 horsepower” and go around the Nurburgring in less than 8 minutes. Global production is also limited to 3,000 total cars, but itÂ’s not clear how many of those will be coming stateside.  Mini John Cooper Works GP View 30 Photos A regular 2020 John Cooper Works Hardtop starts at $34,250, but itÂ’s making do with considerably less horsepower at 231 ponies. A Civic Type R retails for $37,230. A Golf R is $41,290 and the WRX STI costs $37,895. WeÂ’ll note that Mini hasnÂ’t said how much standard equipment is included with the $45,750 asking price, so it could get much more expensive from there — Mini will surely let you go nuts with the configurator. That said, we can hope the high asking price does include an array of niceties you'd have to pay for on higher trims of the JCW Hardtop. When it launches later this November, Mini has already promised it will be the fastest car itÂ’s ever produced. WeÂ’re excited to see the extreme Mini take to the streets in mid-2020, as the GP models in the past have always provided us with a gloriously fun driving experience.