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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 Cooper E Classic adds a less expensive trim, at least in Europe

One forgets how many variations there are on the Mini Cooper until Mini rolls out a new generation and they all come quickly. With this fifth-generation Cooper forking into an EV lineup, and Mini introducing ICE and EV ranges separately, every other month it's, "Oh look, another one!" This time it's details on a new trim of the Cooper E that Mini debuted in Munich last September. We also have photos of the Euro-spec version now, which were missing from the debut. Called Classic, it's the entry-level version of the battery-electric two-door hardtop hatchback that, in the UK, comes below the Exclusive and Sport trims. Our trim step for the previous-gen electric Cooper is Classic, Signature, and Iconic. A commenter chided us on a previous post for waiting until the end to mention U.S. availability, so let's get this out of the way now: We don't know if the Cooper E is coming to America. We know we'll get the SE, same as before. We'd support the decision to bring the E here; with the right color combo and wheels, here's your Alec Issigonis special — on the outside, at least — for maybe a couple grand less than the Cooper SE. However, based on the European configurators, we don't see much point.      Every Cooper E gets a 40.7-kWh battery powering an e-motor on the front axle making 181 horsepower and 214 pound-feet of torque, able to go an estimated 190 WLTP miles on a charge. That's 34 horses and 29 pound-feet down on the SE, which isn't so bad. Driving distance is the attention-getter, the E losing 60 miles of estimated range from the SE's 250 WLTP miles.        We all know "Classic" means pared spec, but the Classic is so close to the trim above that it's hard to tell what's been changed beyond the standard wheel and a few options. In the UK, saving GBP2,200 ($2,769 U.S.) to get the Classic instead of the Exclusive trim above means getting a 16-inch standard wheel and a cloth interior trimmed in synthetic leather. The Exclusive starts with a 17-inch wheel and offers two 18-inchers, the Classic is a 16- or 17-inch wheel only. And the Exclusive interior fits mainly synthetic leather seats with cloth uppers. Either cabin comes in a choice of two colors, either black or gray, the Classic with a perforated houndstooth pattern on the seats. On the other hand, the Sunny Side Yellow paint on the hero car above is only available on the Classic. The list of standard features between the two is identical.