First-Ever Jaguar Super Bowl Commercial Stars 2015 F-Type Coupe


  • Jaguar Super Bowl Ad Logo Picture

    Jaguar Super Bowl Ad Logo Picture

    Jaguar enters the "big advertising" fray with its first-ever Super Bowl commercial. | November 07, 2013

3 Photos

Just the Facts:
  • The 2015 Jaguar F-Type Coupe will be the focus of "British Villains," the brand's first Super Bowl commercial.
  • The Super Bowl effort is part of a larger campaign, #GoodToBeBad, that will be used to launch the F-Type Coupe at the 2013 Los Angeles Auto Show.
  • The Jaguar commercial will be directed by Academy Award winner Tom Hooper.

NEW YORK — The 2015 Jaguar F-Type Coupe will be the focus of "British Villains," the brand's first Super Bowl commercial.

The Super Bowl effort is part of a larger campaign, #GoodToBeBad, that will be used to launch the F-Type Coupe at the 2013 Los Angeles Auto Show. The 30-second Super Bowl commercial entitled "Rendezvous" is designed to show how the villain "challenges the status quo," Jaguar said.

The Jaguar commercial will be directed by Academy Award winner Tom Hooper. His screen credits include The King's Speech and Les Miserables.

The Super Bowl commercial will star three British actors who were not named.

Jaguar selected the unusual campaign theme — most automakers like to portray their vehicles as "hero" cars — because Brits often make the best on-screen villains, the company explained. Jaguar pointed to such actors as Anthony Hopkins, who starred in The Silence of the Lambs, and Benedict Cumberbatch, who played Khan in Star Trek Into Darkness.

"These characters bring such a wonderful emotional quotient," said Bruce Dundore, creative director of Spark 44, the advertising agency in charge of the Jaguar campaign. "This car is going to disrupt the order of the automotive universe."

Jaguar did not say what it will spend on its first Super Bowl commercial. Fox is expected to command about $4 million for a 30-second spot during the 2014 Super Bowl, according to Ad Age.

Edmunds says: Jaguar wants to know: Who is your favorite British villain?

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