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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 JCW E PROtotype is a full-fat electric John Cooper Works

Mini has been revealing or teasing or launching variants of its all-new lineup since last September. It's not too much yet, but there's a lot of Mini going on. Here's the latest, the camouflaged Mini Cooper JCW E Prototype that will make its public debut at the Goodwood Festival of Speed for a run up the hill, introduced to us six weeks after Mini showed us a camouflaged internal-combustion Cooper JCW. And, if you'll remember, Mini showed an electric version of the new Cooper SE JCW last December. This JCW is going to rock more juice down electric avenue, though, the automaker saying there's an "advanced electric powertrain ... with cutting-edge technology" hiding under the skin. The expectation is that the JCW E will use the same 54.2-kWh battery as in other Minis, but its front-mounted motor will make more than the 215 horsepower and 253 pound-feet of torque applied to the Cooper SE and Cooper SE JCW. Brand execs told Autocar that engineers worked to maintain a "go-kart feeling," imparting similar sensations to the gas-powered JCW, the electric version's greater weight getting necessitating larger wheels and wider tires to improve grip. A stiffer suspension and larger brakes should also be involved. And although the new architecture can support a dual-motor powertrain, there seems little chance of that happening.     Same as the gas-powered Mini, the red and white camo is an homage to the red and white color schemes used in the 1960s for Minis in motorsports. The "37" logo commemorates the #37 Mini Cooper winning the 1964 Rallye Monte Carlo. Across the windshield, "Bulldog Racing" touts the team that won its class in this year's Nurburgring 24-Hour race with a new camo'ed Mini.  After the Mini JCW E's Prototype's run up the hill next weekend, the automaker says the global reveal comes in autumn this year.

Next electric Mini Cooper due out in 2024 with a lot more range

The next-generation Mini Hardtop is expected to make its global debut in the not-too-distant future. The hatchback will be offered with gasoline- and battery-powered drivetrains, and a new report provides preliminary specifications about the electric model. One of the more significant changes will appear in advertisements and other promotional material: while the hatchback is officially known as the Hardtop in the United States and the Hatch in England, its successor will adopt the Cooper nameplate. We'll need to be patient to see how the Mini has evolved from a visual perspective but company boss Stephanie Wurst told British magazine Autocar that designers have taken it "back to its roots." It's not expected to grow in length but it will be wider than its predecessor and it will ride on a longer wheelbase. Made in China via a joint-venture with Great Wall Motors, the electric, two-door-only Cooper will be available with either a 40- or a 54-kilowatt-hour lithium-ion battery pack. Those figures correspond to the global-market model; details about the American-market car haven't been released. Range will check in at 240 miles for the smaller pack, according to Autocar, and the standard model will put 181 horsepower under the driver's right foot. Buyers who need more will be asked to step up to the Cooper SE, which will be rated at 215 horsepower.  In comparison, the current Cooper SE has 181 horsepower, about 110 miles of driving range, and a 32.6-kilowatt-hour battery pack. Made in England, the gasoline-powered Cooper hasn't been detailed yet. Autocar learned that there's a good chance the model will only be offered with an automatic transmission, so get a stick now while you still can. Front-wheel-drive will continue to come standard. We'll hear more about the next Cooper in the coming months, but it's not the next new model that we'll see from Mini. The third-generation Countryman previewed earlier in 2023 is tentatively scheduled to enter production in Germany in late 2023; it will be available with gasoline- and battery-powered drivetrains as well. The electric Cooper will reportedly arrive in May 2024, about two months before its gasoline-burning counterpart, so it will go on sale here in time for the 2025 model year. When it lands, it will compete in the same segment as the Fiat 500e. Related video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.