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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 Aceman concept previews a funky, flashy EV below Countryman

Mini has big plans for its future, and it all revolves around electrification and fun, funky design. Some of that has been shown with ambitious concepts such as the Mini Urbanaut micro-van, but now we're getting a look at what's coming soon with the Mini Aceman (a name curiously similar to the ill-fated two-door Paceman). It's still very much a show car at this point, but it does hint at a production electric SUV. The overall shape is clearly Mini. It's a boxy little thing with a contrasting roof, wraparound glass, fender flares, big headlights and a big grille. But everything is now beveled and angular. The grille has distinct sides, as do the headlights, which match the angles. The wheel arches are squared off, and the whole body has more chiseled panels. It gives the whole thing a more rugged shape than the usual Mini, which fits its crossover bodystyle and mission. And because it's an EV, it has a filled-in grille and flush door handles. All of these aspects are likely to show up in a production Aceman. Probably not appearing in the production model is the flashy LED grille that can display all kinds of colors and patterns. It's also matched with similarly animated puddle lights. We also doubt the production model will feature the bright orange covers over the external speakers that provide safety sounds but also welcome sequence sounds. The Union Jack taillights, though, those are probably happening, since they're already on the current production Mini lineup. That Union Jack roof rack wouldn't be out of the question either. Mini also noted that the production Aceman will slide between the Mini Hardtop and the Mini Countryman in the lineup. The size seems to back that up. It's about an inch longer than the four-door Mini Hardtop and about six inches taller. And all those numbers come in well below the bigger Countryman, save for height, which is similar. The interior is even more interesting than the exterior. Mini says they've applied the idea of "Charismatic Simplicity" to the car, and this is where it really shows. It has just a simple dash pad ahead of the funky green velour steering wheel, and mounted to it is a circular OLED touchscreen infotainment display. It continues the design idea laid out by the original Mini revival of the early 2000s, but very decluttered.

Watch Jay Leno bounce around with Dakar winner Roma in his Mini All4Racing

With Jay Leno off the Tonight Show, he has all the time in the world to focus on his passion for cars and can even travel a little. Leno teamed up with two-time Dakar Rally winner Nani Roma to jump and slide a Mini Countryman All4 racing truck around the dunes in Death Valley, CA.
The Mini-branded trucks are highly modified for off-road duty. They have won the Dakar Rally consecutively in 2012, 2013 and 2014 and even took a 1-2-3 finish in the most recent running. The specialized Minis are propelled over the dunes by a BMW-sourced, diesel engine with a six-speed sequential gearbox and heavy-duty all-wheel drive system with a locking center differential.
It is amusing to see the big smile on Leno's face, and Roma appears a little worried while Jay is driving. If this is what to expect from the post-Tonight Show Jay Leno's Garage videos, then things are only getting better from an already fantastic series. Scroll down to watch Leno and Roma take a Mini through the dunes.