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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.

2014 Mini Cooper interior spied uncovered in China

As we approach the November 18 debut of the new Mini Hardtop, the trickle of news is starting to increase. We've already shown you the exterior of the new hatchback, and now we can show you the interior. These images, captured by Car News China, show a cabin that maintains a few key Mini styling items, but is a fairly progressive evolution of the current R56 model.
Mini's most iconic interior treatment, its center-mounted speedometer, is now gone. The new speedo sits atop the steering column, flanked by a (too tiny, in our opinion) tachometer. In the speedometer's former position are the radio controls. Our friends in China put it best when they say, "The large dial is much uglier than before." There's a mass of buttons and unfriendly black plastic that, at first glance, look far cheaper than the rest of the cabin. Of course, we'll wait to see how this is all ironed out for the production-spec car.
The other parts of the interior, however, look quite good. There's a small bank of toggle buttons at the bottom of the center stack, and the checkerboard dash insert looks clean as well. The seats sport extensions for the bottom cushions, meaning there'll be the option of more support for drivers with longer legs. GTI fans might also notice the plaid bolsters on the seats. Mini's treatment is a bit more subtle than what you'd see on a Volkswagen, though.

Mini Cooper SE Prototype First Drive Review | This electric hatch is a suburban belter

MUNICH, Germany — A battery-electric Mini SE? Haven't we been here before? Well, yes: A decade ago, as part of its "i Project," BMW conducted a worldwide field trial of some 750 lithium-ion battery equipped two-door Mini Coopers. It was launched at the 2008 L.A. Show, and the lithium-ion battery pack took up most of the space normally occupied by the rear seats. Nevertheless, interest in the 450 lease vehicles offered in the U.S. (at $850 a month) was strong, with more demand than cars available. One result of the 2008-2011 trial was parent company BMW learned that the average owner of a two-door Mini drives about 25 miles a day, and the company is hoping the battery Mini will be an ideal (sub)urban-run-around for two- or three-car families. Now BMW is about to launch a production Mini EV (based on the two-door model, but with the full complement of four seats), which goes on sale at the end of the year. This will join the Mini Countryman All4 plug-in hybrid in the electrified Mini stable, but while the Countryman has an EV range of about 12 miles, this battery Mini will travel around 120 miles on a single charge. The reason we can't be too definite about the new Mini's capabilities is that BMW isn't allowed to "advertise" the car this far in front of its on-sale date. We caught up with the prototype model, mummified in camouflage tape, at an off-the-road driving event held at BMW's Munich driving center on the former military air base of Furstenfeldbruck, now known as Maisach. The drivetrain is based on the middle model of BMW's i3 range, the i3S, with its 135 kilowatt/181 horsepower motor and 94 amp-hour, 33 kilowatt hour battery. The battery is a 96-cell lithium-ion unit from Chinese supplier CATL instead of BMW's previous supplier, Samsung, and it weights 441 pounds. Unlike the team-built, mainly carbon-fiber i3, the Mini is a standard three-door model that runs down the production line in Oxford, with a metal subframe that houses the electric motor, inverter, transformers, and control electronics so they can be slotted into place like a conventional driveline. We can extrapolate a few things about the Mini from the BMW i3S. As well as its working range of 120 miles, the i3S has a top speed of 100 mph and will accelerate from 0-62 mph in 7.7 seconds. With over 360 pounds more to pull about, the 2,998-pound Mini EV will be slower, with less range, especially if used in cold conditions.