British villains headline Jaguar's first Super Bowl spot

[Jaguar Owners Club]

 

(Photo: Jaguar)

 

This year, Jaguar is joining the long list of well-known car brands to advertise during the Super Bowl. Like many brands, they've chosen to bring out the big guns for their first time out. Jaguar's first piece hopes to be very good at being very bad.

 

The spot will be titled and themed 'British Villains.' It stars Oscar-winner Ben Kingsley, Tom Hiddleston and Mark Strong. The spot -- which previewed during the NFL Divisional Playoff weekend -- was directed by The King's Speech andLes Miserables director Tom Hooper.

 

"With 'British Villains,' Jaguar will present itself on the Super Bowl stage as a challenger to the usual luxury car suspects, with a unique cinematic expression of our modern British style," said Jeff Curry, Brand Vice President for Jaguar North America. "With the three renowned actors, Sir Ben, Tom and Mark, who have all played memorable film rogues, we have brought together the best of British film to star in a major motion picture caliber campaign that addresses the simple cultural observation that Brits often play the best villains in film."

 

The concept will play off of that very idea: that the British always play Hollywood's best bad guys. The spot will be 60 seconds, is titled 'Rendezvous' and is meant to sell the new Jaguar F-TYPE Coupe. Jaguar will supplement the spot with ads on New York City subway cars, cable TV and print throughout January and February.