Jaguar F-TYPE Coupe launch ad, please let the British villain be Benedict Cumberbatch
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Jaguar F-TYPE Coupe launch ad, please let the British villain be Benedict Cumberbatch

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To be showcased at 2013 Los Angeles Auto Show and Tokyo Motor Show, Jaguar F-TYPE Coupe’s campaign features a 30-second spot, which plays off the idea that Brits have played audacious villains in landmark films with a combination of intelligence, charm, and confidence.

The campaign asks the question, “Have you ever noticed how in Hollywood movies, all the villains are played by Brits?” Jaguar has for long used Benedict Cumberbatch’s voice in their adverts.

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The list is endless and it would be fun to watch the man behind the voice on screen. He certainly fits the bill having recently played villain Khan Noonien Singh in Star Trek Into Darkness.

Year-to-date through October, Jaguar sales increased 36% in US, the highest growth in the industry. The digital campaign hashtag is #GoodToBeBad linking to the overall allure of the F-TYPE Coupe and British villains. Jaguar’s campaign will feature renowned British actors, and is being filmed by Tom Hooper in London. Jaguar ad plays on the notion of a British luxury brand as a disruptive player. The spot, “Disruptor,” was unveiled by Jeff Curry at The London NYC. The ad will air on November 10th during the 2013 British Academy of Film and Television Arts Los Angeles (BAFTA LA) Jaguar Britannia Awards on BBC AMERICA, and NFL games.

“This is one of those jobs that can really be a lot of fun, so I was quite happy to oblige when Jaguar asked me to be a part of their first Super Bowl commercial,” said Hooper.

“The Super Bowl is a perfect advertising platform for Jaguar given our new products, fast growing sales in the U.S. and the renewed interest in British cultural icons,” said Jeff Curry, Brand Vice President, Jaguar North America. “The campaign signals that the F-TYPE Coupe is the new British bad boy in the segment and is designed to disrupt the tradition-bound sports car market. We look forward to bringing the best of British film to the Super Bowl viewing audience with renowned actors and Academy Award-winner director Tom Hooper.”