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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 might build a sedan because it's running out of shapes

Rumors suggest we could soon see a Mini with a trunk to haul your junk. Autocar cites unnamed insiders who claim the sedan is part of the brand's plan for upmarket growth. There's even a possibility the new model could use the Riley moniker in reference to the Elf (pictured above) from the 1960s, which was a Mini with a tiny trunk. The Mini sedan would use BMW's front-wheel-drive platform that underpins the X1 and Clubman and might share the wheelbase and frontend styling with the Clubman as well, according to Autocar. Mini's execs think the four-door would perform especially well in North America and China, where there's less demand for hatchbacks. Ralph Mahler, vice president of Mini's product management, hinted at the possibility of the four-door to Autocar. "For example, in Asia and the US, the sedan segment is very big. This is very interesting to us, of course," he said. Mahler admits that many people don't know about the Mini-based vehicles with trunks from the '60s, like the Riley Elf, so it would be hard to market the new model on that heritage. This could be the perfect time to add a Mini sedan to the lineup, and it might not be a completely new idea for the brand under its BMW stewardship; a rumor from 2012 shows that Mini's bosses considered a four-door at least once before. The company launched new versions of its Hardtop, Convertible, and Clubman, and even added four-door and all-wheel-drive versions of the Hardtop to further blur the lines between that car, the Clubman, and the Countryman. The next-generation Countryman crossover should debut later this year, and the brand reportedly cancelled the Superleggera Vision roadster and Rocketman compact, as Mini has chosen to go big with its new models and its lineup breadth. There are only so many versions of a hatchback a company can make, and the short-lived Mini Coupe wasn't exactly a huge success. If Mini is going to try a new body style, a sedan actually makes some sense, even if we'll probably prefer the look and practicality of the hatches. Related Video:

BMW seeks partners for electric Mini, could make it an all-EV brand

LOS ANGELES — Germany's BMW is talking with other automakers "around the world" to try to find partners to lower the cost of electrifying its future Mini small cars, management board member Peter Schwarzenbauer told Reuters. "We are talking to many OEMs (manufacturers) around the world, not only in China, (about) how to electrify smaller cars," Schwarzenbauer said. "There's no final conclusion on it." Chinese automaker Great Wall Motor said last month it was discussing a possible venture to build Mini vehicles in China. BMW currently does not build Mini vehicles outside Europe. Schwarzenbauer declined to discuss the Great Wall situation, saying "this was speculation." However, he said building smaller electric cars was challenging, not only because of the financial costs, but also the engineering problem of fitting batteries with sufficient range into a smaller vehicle package. BMW has worked with rivals before to share the costs of clean vehicle technology. The automaker has a partnership with Toyota to develop fuel cell vehicles. BMW has said it plans to launch a new, electric Mini model in 2019. Eventually, Mini could become an entirely electric brand aimed at urban consumers, Schwarzenbauer said. Mini sales in the United States have fallen 10 percent through the first 10 months of this year, as demand for many smaller cars has waned in favor of sport-utility vehicles and trucks. "It's really only in the U.S. where we are facing this with Mini," Schwarzenbauer said. BMW will not try to reverse that trend by adding larger SUVs to the Mini lineup, Schwarzenbauer said. Instead, he said, "the way for Mini in the U.S. is ... building the Mini brand in the direction of the electric urban mobility company." On a separate issue, Schwarzenbauer said BMW intended to offer a self-driving car planned to debut in 2021 at a price that could be below $100,000. The iNEXT model, which BMW previewed earlier this year, will be offered to individuals, ride services fleets and put into service in BMW fleets, Schwarzenbauer said. "By 2021, you will have a lot of people who want to own this car," he said. "It will be a normal price. We are thinking of scaling this. To bring a $150,000 electric car is nice, but it will not really scale." When it launches, the iNEXT may not be offered with complete, so-called Level 5, autonomy because the regulatory and legal frameworks for such a vehicle likely won't be in place, Schwarzenbauer said.