Patrons of this year's Los Angeles Auto Show will be able to get their first glimpse at the new Jaguar F-Type Coupe, but the new hardtop sports car will be shown off to an even greater audience in early February. No, we aren't talking about the Chicago Auto Show – we're referring to the Super Bowl. Jaguar will debut its first-ever Super Bowl ad during the second half of the big game on February 2, 2014, and the sleek new F-Type Coupe will be the star.

According to Jaguar, the ad campaign will pose the question, "Have you ever noticed how in Hollywood movies, all the villains are played by Brits?" And for all you social media mavens out there, Jaguar will launch a specific hashtag to go with this marketing: #GoodToBeBad.

British director Tom Hooper is responsible for the ad, which is being filmed in London. Americans will get their first glimpse at the campaign this weekend in the first spot, called Disruptor, but the big F-Type Coupe spot will not air until Super Bowl XLVIII in February.

"The Super Bowl is a perfect advertising platform for Jaguar given our new products, fast growing sales in the US and the renewed interest in British cultural icons," says Jeff Curry, brand vice president for 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." Feel free to read more in the press release below.
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- British luxury brand to present its new high performance F-TYPE Coupe during one of the most-viewed sporting events in the world
- Jaguar creates disruptive advertising campaign launching this weekend on BAFTA Awards show (BBC America) and selected forthcoming NFL game broadcasts
- Jaguar is the fastest growing car brand in the United States in 2013 with year-to-date sales increase of 36 per cent


(MAHWAH, N.J.) – November 7, 2013 – Jaguar will launch a new brand and product advertising campaign, themed "British Villains," to support the launch of the new Jaguar F-TYPE Coupe. The campaign will include the brand's first television commercial produced specifically to run during the broadcast of the Super Bowl. The advert is scheduled for its broadcast debut on Fox during the second half of Super Bowl XLVIII, which takes place on 02 February 2014.

The campaign features a 30-second spot and a wide range of digital assets and executions and will espouse the idea that British characters make convincing and entertaining villains in landmark films, combining intelligence with charm; restlessness with calm; and always exuding confidence. The broadcast campaign poses the question: "Have you ever noticed how in Hollywood movies, all the villains are played by Brits?" From launch the campaign will feature a unique hashtag for use in social media, #GoodToBeBad.

The Jaguar campaign, which will feature renowned British actors, is being filmed by Academy Award-winning British film and television director Tom Hooper in London. Hooper said: "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."

Year-to-date through October, Jaguar sales have increased 36 percent in the United States, the highest growth in the industry. Jeff Curry, Brand Vice President, Jaguar North America remarked: "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.

Jaguar will launch its new campaign this weekend in North America with an unusual advertisement that introduces the notion of a British luxury brand as a disruptive player and hints at the British Villain theme of the campaign. The spot, "Disruptor," was unveiled today by Jeff Curry at a news conference at The London NYC. The ad will air exclusively on November 10, during the 2013 British Academy of Film and Television Arts Los Angeles Jaguar Britannia Awards on BBC AMERICA, as well as during NFL games.

Jeff Curry said: "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."

Jaguar's debut commercial in the broadcast of the Super Bowl reflects the momentum the brand has achieved through its sales growth. It also follows the high-profile sponsorship announced earlier this month that Jaguar will elevate their presence in Hollywood by joining with the British Academy of Film and Television Arts Los Angeles (BAFTA LA) as the official 2013 title sponsor of the BAFTA LA JAGUAR BRITANNIA AWARDS®.

Jaguar will debut the new F-TYPE Coupe at the 2013 Los Angeles Auto Show and Tokyo Motor Show in November.

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    • 1 Second Ago
      Nick Allain
      • 1 Year Ago
      Two minutes of them revving the hell out of the V8S on live tv and I'd need a new set of pants. Seriously. They should have just set up more cameras at the Jaguar Alive! events and mic'd the autocross course. They held one in Alameda (basically where Mythbusters do recordings sometimes) and you could hear the aural pleasure from miles away. Zzzzvroooom says the V6 - crack pop, growl says the V8. Over and over.
      • 1 Year Ago
      The only time that "Jaguars" and "Super Bowl" will ever be mentioned together. Boom roasted
      • 1 Year Ago
      F-Type Coupe is such a stunning car to look at. Cannot wait to see it in person.
      • 1 Year Ago
      I hope the adverts aren't as bad as the "your turn" ones they have here in the UK. They make me cringe; the print adverts aren't much better either.
        Rob Gomes
        • 1 Year Ago
        "Your turn", like at a wife-swapping party? If so, to be fair, Jaguar knows its target market.
          • 1 Year Ago
          @Rob Gomes
          Here's a link > I wish it was in that way! Unfortunately it's just a cheesy campaign that I feel has a poor concept. To me the F-Type should be made to look more like a connoisseur's car, that campaign just seems to cheapen it by making it seem less special. Others will obviously disagree, that's just my take.
          • 1 Year Ago
          @Rob Gomes
          That's rather caddish.
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