Actors Sir Ben Kingsley, Tom Hiddleston and Mark Strong will appear in Jaguar’s first-ever Super Bowl TV commercial. The 60-second commercial titled Rendezvous, which was made in London and directed by Oscar-winning director Tom Hopper, will feature Jaguar’s F-TYPE Coupe. The commercial is part of the luxury automaker’s British Villains multi-channel marketing campaign, which will include TV broadcasts, digital, print, and OOH (outdoor advertising) elements.
"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," says Jeff Curry, brand VP, 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. This talent, coupled with the direction of Academy Award-winner director Tom Hooper, enables us to launch our campaign for the F-TYPE Coupe in a manner that captures the new spirit of the entire brand inspired by our latest sports car."
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.