The British Villains campaign running through July focuses on F-TYPE Coupe, Jaguar’s all-new, high-performance sports car. #GoodToBeBad hashtag highlights new age British personality of the fast growing Jaguar brand.
The spot launches the “British Villains” campaign, which introduces the Jaguar F-TYPE Coupe (on sale spring, 2014). It is Jaguar’s first Super Bowl TV advertisement.
“Super Bowl week is a major milestone for the Jaguar brand as we present our newest and fastest model, the F-TYPE Coupe, to millions of current and future potential customers,” said Jeff Curry, Brand Vice President, Jaguar North America. “We are sharing the 60- second spot online this week as interest rises, but really look forward to presenting the F-TYPE coupe and our British villains in action to the viewers in high definition during the game.”
“British Villains” captures the premise that Brits have long made the best villains in landmark films, combining intelligence with charm, restlessness with calm, and are always confident. “Rendezvous” opens with Sir Ben Kingsley asking the question, ‘Have you ever noticed how in Hollywood movies, all the villains are played by Brits?’
Rendezvous shows String driving the new Jaguar F-TYPE Coupe through modern-iconic London on his way to meet with fellow villains, Sir Ben and Tom Hiddleston.
“Rendezvous” was filmed by Hooper in London in a creative partnership with his Smuggler Films production house. The spot’s original score for “Rendezvous” was composed and conducted by Alexandre Desplat, who worked with Tom Hooper on The Kings Speech and recorded by The London Symphony Orchestra at the iconic Abbey Road studios.
“Rendezvous was filmed with the realization that many of today’s television viewers have access to beautifully sharp picture screens and multi-channel surround sound not unlike the best movie theaters,” said Curry. “The ‘British Villains’ TV spot combines an entertaining, thoughtful narrative with a visual and aural quality that conveys the excitement of owning and driving a high performance Jaguar F-TYPE. We hope viewers turn the volume up.”
Jaguar recently launched the campaign’s dedicated landing page, a site that hosts information about the F-TYPE Coupe, the commercial and some unique video content including teasers starring each of the three actors; collectively already boasting over 400,000 views.
This week Jaguar will host an event with Deadspin as part of their partnership with Gawker Media, and two co-sponsored events with Sports Illustrated, including the magazine’s Super Saturday event the night before the big game. Jaguar’s attempt to be the most real-time engaged advertiser during Super Bowl sees “The Loop,” developed by Mindshare, which entails multiple screens to monitor real-time consumer data and translate it into actionable insights, and ultimately, rapid marketing decisions, or “adaptive marketing.”
Jaguar will monitor social platforms, such as Twitter, Facebook, Instagram, Google+, around Super Bowl XLVIII for trending topics and discussions related to the brand, F-TYPE Coupe campaign and the game to respond in real time to relevant tweets and messages via their social media platforms.