2011 Mini Cooper Base 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.

2014 Mini Cooper interior spied uncovered in China

As we approach the November 18 debut of the new Mini Hardtop, the trickle of news is starting to increase. We've already shown you the exterior of the new hatchback, and now we can show you the interior. These images, captured by Car News China, show a cabin that maintains a few key Mini styling items, but is a fairly progressive evolution of the current R56 model.
Mini's most iconic interior treatment, its center-mounted speedometer, is now gone. The new speedo sits atop the steering column, flanked by a (too tiny, in our opinion) tachometer. In the speedometer's former position are the radio controls. Our friends in China put it best when they say, "The large dial is much uglier than before." There's a mass of buttons and unfriendly black plastic that, at first glance, look far cheaper than the rest of the cabin. Of course, we'll wait to see how this is all ironed out for the production-spec car.
The other parts of the interior, however, look quite good. There's a small bank of toggle buttons at the bottom of the center stack, and the checkerboard dash insert looks clean as well. The seats sport extensions for the bottom cushions, meaning there'll be the option of more support for drivers with longer legs. GTI fans might also notice the plaid bolsters on the seats. Mini's treatment is a bit more subtle than what you'd see on a Volkswagen, though.

BMW shuffles chairs in its design department

BMW Group has made some changes to its design team since August 1, and has shuffled top personnel to different positions at BMW Design, Mini Design and Rolls-Royce.
The BMW Design team led by Karim Habib (middle, right) gains a new head of Exterior Design in Domagoj Dukec (right), who has worked for the exterior design team since 2010 and shaped the Concept Active Tourer.
Oliver Heilmer (left), who has worked for BMW's interior design unit since 2000 and designed the 5 Series interior, replaces Marc Girard as head of Interior Design BMW Automobiles. Marc Girard goes to manage BMW's subsidiary design group, BMW DesignworksUSA.