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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.

2025 Mini Cooper E and SE fully revamped and revealed at Munich Motor Show

The 2025 Mini Cooper E and Cooper SE are here, and as you can tell by the names, Mini is starting with the electric models.  For better or worse, the new Mini Cooper design inside and out (no longer called “Hardtop") is one of the worst-kept secrets as of late. However, now we have all the official imagery of the 3-door EV, and we even got to see the car in person before the Munich Motor Show reveal. The Mini is thankfully still mini with an even shorter length than before, as the new Countryman is the one to get supersized. Its design slants toward minimalism, but it still highlights key features such as the round LED headlights, contrast roof and mirror colors and classic proportions. The lights – both in front and rear – even feature three customizable signatures, so you can choose your own adventure for your carÂ’s outward appearance. Other big changes include the deletion of chrome, flush door handles (like other new BMWs) and the lack of black cladding around the wheel arches. Mini improved the coefficient of drag with this new model to 0.28, and thanks to this, and to new battery and motor technology, the electric Mini Coopers are far more enticing than the first Mini SE. Two versions of the electric Mini Cooper will hit the market initially, with the base model being the Mini Cooper E. This model features a single electric motor making 184 horsepower and 214 pound-feet of torque, which Mini says does the 0-62 mph run in 7.3 seconds. It uses a 40.7 kWh battery pack that is good for 190 miles on the WLTP cycle, but expect that to be considerably lower for the EPA test. Meanwhile, the upgrade Mini Cooper SE ups output to 218 horsepower and 243 pound-feet, completing the 0-62 mph sprint in just 6.7 seconds. It also has a much bigger battery at 54.2 kWh, allowing for a range of 250 miles on the WLTP cycle. Charging speed is another big upgrade for these electric Minis, too, as the Cooper E can charge at speeds up to 75 kW, while the SE can do 95 kW. Mini says this gets both Coopers from a 10-80% charge in under 30 minutes. AC at-home charging maxes out at 11 kW. It also features a pre-conditioning program that will warm the battery pack in cold weather to ensure fast charging speeds when you arrive. This is part of a larger navigation system that will plan out your route to hit fast chargers as you go. As always, Mini is promising a fun-to-drive character from its entry-level hatchback.

Mini JCW Paceman vs. BMW M135i in family faceoff

Over the last year, we've had the chance to drive two of the most exciting hatchbacks in the BMW family - the BMW M135i and the Mini Paceman John Cooper Works - but Autocar has managed to get the two corporate cousins together for a head-to-head comparison. Just like our initial impressions of the Paceman JCW, Autocar has little to complain about this new 215-horsepower hatchback... until it begins to factor in the faster, better-mannered and similarly priced M135i.
Despite laying down an extra 100 hp and delivering a 0-60 time that is almost two seconds quicker, the M135i carries the same price tag of 29,535 pounds in the UK; US pricing for the Paceman starts at $36,200, while it still isn't even clear if the US will be getting the M135i. Even more surprising is the fact that the Paceman falls short of the M135i in regards to rear seat and cargo volume, and just barely squeaks out a win in the fuel economy department. Scroll down to watch the BMW versus Mini hot hatch battle.