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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.

2022 Mini Cooper Hardtop and Convertible refresh adds more grille

The current Mini Cooper Hardtop and Convertible models, while still generally fun and stylish, are getting up there in years. The last total redesign came in 2014, with some minor updates to keep it fresh. For 2022, Mini is going with another refresh instead of an all-new model, and it seems to have cribbed notes from BMW's design team. There's no getting around it, the updated Mini models have a big grille. And that wouldn't necessarily be a bad thing, the classic pre-BMW Minis had large grilles, but it's also messy. Every version gets a thick black grille surround that extends to the base of the bumper, and it blends into the black air dam. It makes it look overly big and hard to tell where it begins and the edge of the bumper begins. The body color center section makes it look like the grille frame was just laid on top of a plain bumper, and the various openings look a little like afterthoughts. The base Mini Cooper has the simplest design, which helps things somewhat, while the S and John Cooper Works models have bigger openings and more grille mesh. Grille aside, there are other small styling changes inside and out that are much less controversial. Mini is ditching fog lights mounted low in the bumper for minimalist openings and integrated fog lights in the main headlamp housings. The fender garnishes that Mini calls "side scuttles" have been given a tweak and some thin, long turn indicators. At the back, the rear fog lights and reflectors are gone completely for a cleaner design. A new option is the Multitone Roof that features a gradient with Soul Blue, Pearly Aqua and Jet Black. The interior is similar to the current model, but the analog speedometer has been replaced by the digital cluster introduced on the Mini Cooper SE and John Cooper Works GP. Also, the center air vents are now integrated into the dash panels and the steering wheel and ambient lighting arrangement have been redesigned. Mechanically, the Mini lineup is completely unchanged with the same engine and transmission offerings as before. That does mean that manual transmissions will continue to be available. Mini has added some new standard features to the lineup, though. All models now get an 8.8-inch infotainment screen as standard, and the interface has new graphics. Apple CarPlay and satellite radio are also included, though Android Auto is still unavailable. Lane-departure warning is now standard, and adaptive cruise control now has stop-and-go functionality.

Mini might not replace Paceman, Coupe, Roadster

Nobody could argue at this point that Mini (like its parent company BMW) has not mastered the art (if you could call it that) of filling every niche with its own model. But with the third generation of Mini now upon us, some of the company's strategists are asking themselves what the point is of it all.
The outgoing second-generation Mini spawned too many variants to count. So far the new model has only surfaced in hatchback form, but the brand may roll out quite as many variants this time around. Instead it is looking at its lineup in terms of pillars.
The quintessential hatchback we've already seen would be one pillar. The Countryman crossover would be another. And the production version of the new Clubman concept which Mini displayed in Geneva would be a third. A convertible based (like the existing one and the one that came before it) on the hardtop hatchback is likely to follow, but don't expect too many other versions.