2009 Mini Cooper S Hatchback 2-door 1.6l on 2040-cars

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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 isn't mini, isn't a Clubman

Hey, remember when Mini was... mini? I know, you've heard all this before. But seriously.
Take this new Mini Clubman Concept, for example. As you'll recall, the current Clubman slots in between the Hardtop and Countryman models in the Mini lineup. But because the new, third-generation Mini has grown, so has everything else. And in fact, the concept car seen here is actually 4.4 inches longer and just over 2 inches wider than the current, already-large Countryman. The future of Mini looks awfully maxi.
Furthermore, the Clubman as we know it uses a weird, five-door layout (two up front, a third, suicide door, and two barn doors out back), but this concept adds a sixth door for a decidedly more conventional layout. Of course, four real doors for passengers sort of takes the uniqueness out of the Clubman package, and essentially makes this thing a not-as-tall, front-wheel-drive Countryman. Totally necessary, right?

Next Mini Countryman spotted with swirls

Mini is continuing to update its models onto its latest UKL front-wheel-drive platform that it shares with parent BMW. Here, our spies caught an early glimpse of the next-gen Countryman testing on the new chassis.
Like the rest of the updated Mini lineup, the latest Countryman doesn't exactly show a huge shift in styling from the current version. The front end appears to be slightly more blunt, and the headlights have a redesigned shape. However, behind the A-pillar the differences seem to be pretty subtle. At the rear, the new Countryman also looks to adopt the brand's rounded rectangle taillights protruding into the hatch like on the standard Cooper Hardtop range. While not shown here, our spies claim that Mini is also aiming for a roomier interior for the upcoming crossover so that it can be more competitive in its class.
At least for now, the Countryman is going to be the largest vehicle in the Mini range, according to an earlier statement from chief designer Anders Warming. The CUV is rumored to debut around 2016 with some assembly possibly done at Mini's plant in the Netherlands. Until then, have a look at these spy shots and tell us what you think.