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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 will launch two additional crossovers to expand its footprint

Mini will maximize its global potential by releasing two crossovers during the 2020s, according to a recent report. The first will bolster the firm's electrification efforts, while the second will be positioned at the top of its range. The BMW-owned company's vast heritage makes expanding its presence in the crossover segment a tricky proposition, but executives believe they've blazed a way forward. The Countryman's first high-riding sibling will be an electric model developed jointly by Mini and China-based Great Wall Motors and built in the latter's home country. BMW announced the joint venture in late 2019, though it didn't specify which vehicle(s) it would build. Autocar learned the model, which could resurrect the Paceman nameplate, will be about as big as the current-generation X1, meaning it will slot slightly above the Countryman (pictured) in terms of size. It will arrive as a four-door soft-roader built on a platform developed through the joint venture, and it will benefit from a new generation of batteries manufactured without cobalt, an element mined in often-difficult conditions. Mini will dig even deeper into its past to name the second crossover it's working on. Executives favor the Traveller nameplate, which was introduced in 1960 on a Morris-badged version of the Austin Mini Countryman wagon. The model will inevitably become the poster child of the company's ongoing un-Minization process, but it should play a significant role in turning around its fortunes in key markets like the United States and China.  "The Countryman is a small SUV. In the United States and China, there are certain needs. We will look at a compact SUV in the next generation. There are lots of benefits with a car like that for urban use. For me, it's a good match," said Bernd Korber, the company's boss, in an interview with the magazine. Upsizing Mini's image will require borrowing the CLAR architecture currently found under BMW's X3, X4, X5, X6, and X7, though don't expect a jumbo-sized people-hauler masquerading as a city car. "We can stretch the interpretation of Mini always being the smallest, but I can't imagine being bigger in a segment. We need to fulfill a requirement on size," Korber stressed. It sounds like, size-wise, the Traveller may fall between the X1 and the X3. BMW's CLAR platform will make the Traveller the first Mini equipped with a longitudinally-mounted engine, and its first rear-wheel drive production car.

Mini Vision Next 100 concept invokes an alternate universe

Sir Alec Issigonis, designer of the 1959 Mini, would probably find Mini's new Vision Next 100 concept amusing. The original Mini was largely an exercise in efficient packaging and clever engineering. That it was handsome, and became iconic, was more a product of its wild success than an intentional product of its exterior styling. While the Mini concept is undoubtedly cleverly packaged, it's almost purely a styling exercise, no matter what sort of futuristic connected/autonomous functionality Mini says it'll have. Mini doesn't seem able to move past the Mini as a caricature of itself. The heavy, floating roof, the vestigial round and friendly "headlamps", the oversized gauge pod. This seems very German, the inability to communicate essential brand attributes without using cliches. Mini is in a styling rut, trying to evolve the same basic styling language with each new generation, stretching it over larger hard points. The Vision Next 100 program would have been a great time to communicate to the public that Mini is more than just styling tropes: it's an attitude, a way of thinking, a connectedness to the driver. More than a badge or bug-eyed headlights. To its credit, the interior is massively decluttered. That's in part to the rear-engine layout, but more on that in a follow-up piece. The comparatively vast footwell and ultra-minimalist dash pair well with the giant windscreen. It feels light, airy, and authentic to the ideals of the originally Mini in terms of space efficiency, without being overly sentimental. Futurism is a thankless profession, and we can't take this concept literally as a vision of what the brand will be in 100 years. We can say this: it doesn't seem that Mini will be able to transcend the styling tropes that currently define Mini. Let's hope they find a way out of their rut. Related Video: Featured Gallery Mini Vision Next 100 Concept View 38 Photos Design/Style BMW MINI Coupe Hatchback Concept Cars Future Vehicles vision next 100