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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 Hardtop's next generation could be smaller, electric-only

Mini has started developing the fourth-generation Hardtop it will release in the early 2020s. Many aspects of the car aren't set in stone yet, but the company's chief executive revealed his team is considering making the hatchback smaller than the current model by offering it only as an electric car. The cheeky Hardtop has ballooned in size since the first-generation model arrived in 2000. The current, two-door variant of the car (pictured) is eight inches longer, two inches taller, and about 250 pounds heavier than the original BMW-developed hatchback. Company boss Bernd Koerber told British magazine Auto Express that he's pushing his team to make the next Mini small again. Going electric-only would allow engineers to get close to the original Hardtop's footprint. An electric motor is more compact than a comparable gasoline-powered engine, and the battery pack can be cleverly integrated in a part of the car that doesn't extend its length. Whether Mini will manage to integrate a bulky battery pack into the Hardtop while shaving 250 pounds remains to be seen. "I would love to see Mini move back to the essence of clever use of space. That means the outer proportions on the core Mini Hardtop could be reduced. I can see that happening," Koerber explained. He added shrinking the hatchback wouldn't make it less practical. Auto Express speculated Mini might sell the current, third-generation Hardtop alongside its replacement for several years to satisfy motorists not interested in going electric. This strategy will become increasingly common during the 2020s; the Fiat 500 will soldier on in Europe after the launch of its battery-powered successor, and Porsche confirmed it will manufacture the first- and second-generation variants of the Macan side by side to give customers exactly what they're looking for. Going electric-only wouldn't be the cheapest, easiest way to replace the Hardtop. The firm can't use the BMW-sourced platform that underpins the recently-released Cooper SE because it's too big, so it would need to develop a new architecture specifically for it. Engineers would also need to figure out how to develop an electric follow-up to the John Cooper Works-badged hot hatch. None of these problems are insurmountable, but they're expensive to solve, so Mini's executives are giving themselves time to weigh the pros and cons of reinventing the heritage-laced British icon yet again.

Mini Paceman modified by Roberto Cavalli for annual Life Ball charity

This year's award for Life Ball Mini designer goes to Roberto Cavalli. The Life Ball is a charity event held in Vienna, Austria every year that raises money to fight the spread of HIV and AIDS. Since 2001, the year of its reintroduction, Mini has been involved with the ball, auctioning a car that has been made over by a world-famous designer. This year Cavalli gets the nod and a Paceman for a canvas.
The iridescent brown/black paint is the eye-catcher in the sketch above (click to enlarge), but don't forget to note Cavalli's logo on the roof. We're not sure what other flourishes he has in mind for the car, but those in attendance will find out on May 24 when it's unveiled at the Cavalli store opening in Vienna. The press release below has more details.