AS more than 100 million viewers tune in to Superbowl 50 on Sunday evening, a little bit of Oxford will take centre screen.

A 30-second Mini advert is set to air in the third quarter of the game between the Carolina Panthers and Denver Broncos.

Stars including Serena Williams, musician T-Pain, baseball player Randy Johnson, skateboarder Tony Hawk and actor Harvey Keitel will also feature.

Ad buyers who have placed clients in the game say the slots are fetching between $4.6 million and a little more than $5 million.

The advert is set to show off the car's "roots" but also the future of the brand.

It also wants to promote that "anyone can own one", with stars talking about labels associated with the brand.

Tom Noble, department head of Mini brand communications, said: "Ever since the first Mini was built in 1959, it has been labelled as one thing or another.

"It’s small. It’s cute.

"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 it's time to reset the conversation."