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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's matte Countryman Black Knight Edition rises

Mini is certainly no stranger to a special edition, as unique option and styling packs have been a staple of the Mini line since its return to the US market, but it's next special trim is quite a big departure from previous cars. It's based on the Countryman, and is called the Black Knight Edition.
As you cans see from the image up top, it'll sport a sinister, matte-black paint scheme, making this Mini not unlike BMW's range of Frozen Edition cars. First reported on by those Mini-obsessed folks at MotoringFile, the Black Knight Edition Countryman will be limited to 60 units, and will be offered on a first-come, first-serve basis, making this car quite a bit different from previous special editions, which generally stuck around for a full model year.
According to MF, the matte finish will only be available on the Cooper S Countryman, although oddly, one of the teaser images shows a John Cooper Works badge. BKE models should be coming nearly loaded, which means that there's not a lot of customization done and the price tag is probably going to be exorbitant for a Mini. Buyers will, though, have the choice of front- or all-wheel drive and a choice of six-speed manual or six-speed automatic.

2014 Mini John Cooper Works Countryman All4

The standard Mini Countryman is a bit of an odd duck against the backdrop of 'normal' small crossovers like the Mazda CX-5 and the Ford Escape, but I sort of get it. Apply the same winning Mini formula to a CUV, and you get a smaller-than-average entry in the segment, one that is far more entertaining to drive than the norm, more stylish inside and out and pretty expensive when cross-shopped. That list of qualities doesn't appeal to all crossover shoppers, sure, but it intrigues a big enough list that the Countryman has reason for being.
Now, add the expensive John Cooper Works package to the Countryman's already niche goodies list, and Mini starts to lose me. So, I'm getting the softer suspended, taller, generally less dynamically joyful version of the brand's core values, but now you're charging me at least $35,000 ($13k more expensive than the basic, front-drive Cooper Countryman and $7k more than the MSRP of the Cooper S All4 version)? What's that? You're going to make it look like a garish, tippy-toed tuner car in the process? Take my money.
Or, actually, let me keep it. I can swing with a lot of the weirdness that Mini has to offer, but this car pushed me past my limit.