Chrysler's Imported from Detroit commercial from Super Bowl XLV is one of the most powerful car commercials in recent memory, and Jaguar is taking a similar approach – albeit with a more villainous spin – for its first-ever Super Bowl spot titled Rendezvous. While Chrysler and Eminem focused on hometown cheerleading, Jaguar is using its $8 million (the going rate for a 60-second commercial in this year's game) to play up the Hollywood tradition of typecasting a Brit as the bad guy.

In the spot highlighting the all-new F-Type Coupe, Jaguar looked to director Tom Hooper (the man behind movies like The King's Speech and 2012's Les Misérables), who filmed on location in London with British bad guy actors Mark Strong, Ben Kingsley and Tom Hiddleston. As the commercial implies, Brits make perfect bad guys with their style, sound and power, which are all traits evident in the F-Type.

The commercial will air in the fourth quarter of this Sunday's game, but you can watch it now in the video posted below. Jaguar has also included a press release as well as a second behind-the-scenes video showing how the ad was made.


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Jaguar Reveals First Ever Super Bowl Commercial, "Rendezvous", in Advance of Sunday's Game
28 January 2014

-The 60-second "Rendezvous" television spot to debut online before debuting on air during Super Bowl XLVIII, February 2 on Fox
-Renowned British actors Sir Ben Kingsley, Tom Hiddleston and Mark Strong to star in Jaguar's cinematic "Rendezvous" spot, filmed by Oscar-winning British director Tom Hooper
-Spot launches "British Villains" campaign, running through July, and raises the bar of automotive advertising to cinematic caliber for the introduction of the F-TYPE Coupe, Jaguar's all-new, high-performance sports car
-"British Villains" Campaign and #GoodToBeBad hashtag highlight the modern British personality of the fast growing Jaguar brand


(MAHWAH, N.J.) - Today, Jaguar North America debuted digitally "Rendezvous", its 60-second television cinematic advertisement that will be broadcast for the first time during the fourth quarter of Super Bowl XLVIII. The spot launches the "British Villains" campaign, which introduces the Jaguar F-TYPE Coupe (on sale spring, 2014) and features the campaign's unique hashtag, #GoodToBeBad. "Rendezvous" stars Sir Ben Kingsley, Tom Hiddleston and Mark Strong and was filmed by Oscar-winning British director, Tom Hooper, in London. 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?'

The spot then shows the new Jaguar F-TYPE Coupe being driven by Strong and effortlessly navigating through modern-iconic London as he is 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, www.BritishVillains.com, The site 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, leading up to Super Bowl XLVIII, 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.

During the game, itself, Jaguar aims to be the most real-time engaged advertiser during the Super Bowl through a unique physical space called"The Loop," developed by Mindshare, where multiple screens will 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. The brand will respond in real time to relevant tweets and messages via their social media platforms.

"The Loop" is the first real-time marketing tool to impact paid media - whereby media dollars can be quickly shifted and redeployed to leverage opportunities uncovered by the data. During the game, Jaguar will have the ability to adjust the digital search ad buys based on real time observations. Rapid, relevant and responsive, "The Loop" puts data at the center and creates a channel-agnostic, holistic approach to real-time marketing in an unprecedented manner.


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    • 1 Second Ago
  • 15 Comments
      Patrick
      • 11 Months Ago
      Fantastic commercial for a fantastic car. Well done lads.
      Daniel D
      • 11 Months Ago
      Great commercial, great commercials and those actors must have loved giving Hollywood a serve too. :)
      Jake
      • 11 Months Ago
      I thought that zee Germans were always cast as the villains.
      Terry Actill
      • 11 Months Ago
      The people behind this ad need to have a word with the losers behind that awful Hyundai ad.
      NY EVO X MR GUY
      • 10 Months Ago
      I like british villains. everything he says is correct it's like they don't put much effort in being diabolical,evil ,:cunning, cold, calculating and brilliant. Its like villiany is an art. But you cannot have a hero without a good villain. Jaguar is becoming an even stronger brand. Well done.
      PiCASSO
      • 10 Months Ago
      Another great Superbowl commercial... Kia's and this Jag. Love the F-Type...
      methos1999
      • 11 Months Ago
      Haha Loki Awesome!
      RetrogradE
      • 11 Months Ago
      "Chrysler's Imported from Detroit commercial from Super Bowl XLV is one of the most powerful car commercials in recent memory. . ." Powerful if you're in a coma, maybe. Otherwise it was just propaganda. Chrysler = "we don't need to compete."
      nlt624@aol.com
      • 10 Months Ago
      I thought the Brits drove on the left side of the road and the right side of the car?
      Eggmania
      • 11 Months Ago
      how long before we get to see a 911 carrera s f-type r RC-F showdown video?
      Right Phase
      • 10 Months Ago
      whaaaaat?
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