The campaign centers on the new Rendezvous television commercial, encouraging fans to tweet the #GoodToBeBad hashtag. In addition to the 60-second TV spot to air during the Super Bowl, a 30-second preview of "Rendezvous" will debut online on January 28 and run on high-profile, digital channels throughout February. Fans have already gotten a taste of the campaign through the several teaser ads, each starring one of the actors, already released on Jaguar's YouTube channel. Rendezvous: The Set Up, which stars Kingsley and can be seen above, was previewed during the CBS and Fox NFL divisional playoff games on January 11 and 12.
“Jaguar is truly a beloved British brand and it's exciting to help them make some noise as they debut in a beloved American event, the Super Bowl," says Sir Ben Kingsley. "As for being known for playing the roles of renowned villains, I'll have to ponder that one — I think I'm flattered?!"
U.S. sales for Jaguar increased by 41 percent in 2013, as the F-TYPE convertible along with the XF and the XJ models contributed significantly.