Jaguar Announces Three Renowned Actors To Appear In Its First Super Bowl Commercial Launching "British Villains" Campaign For

   Jaguar Announces Three Renowned Actors To Appear In Its First Super Bowl
    Commercial Launching "British Villains" Campaign For New F-TYPE Coupe

PR Newswire

MAHWAH, N.J., Jan. 14, 2014

MAHWAH, N.J., Jan. 14, 2014 /PRNewswire/ --

  oRenowned 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
  oThe 60-second ad will debut during Super Bowl XLVIII, February 2 on Fox
  oSpot 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
  oRobust, multi-channel campaign includes broadcast, digital, print, OOH and
    innovative Super Bowl week activations
  oJaguar grows U.S. sales by 41 percent in 2013 on power of F-TYPE
    convertible and new all-wheel drive XF and XJ models

Today, Jaguar North America announced the three renowned actors to appear in
"Rendezvous," its 60-second television advertisement to debut during the
second half of Super Bowl XLVIII, and revealed details of its largest-ever
brand and product marketing campaign, called "British Villains," which
introduces the Jaguar F-TYPE Coupe (on sale spring, 2014). "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.

To view the multimedia assets associated with this release, please visit:

Jaguar Announces Actors to Appear in its First Ever Super Bowl Commercial.

"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," said Jeff Curry, Brand Vice
President, 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."

"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," said
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?!"

The campaign creative, developed with a cinematic vision, centers around the
new "Rendezvous" television commercial. In addition to the 60-second spot to
air in the Super Bowl, a 30-second preview of "Rendezvous" will debut online
on January 28 and run on high-profile, digital channels throughout February.
Jaguar also previewed its Super Bowl spot with "The Setup," staring Sir Ben
Kingsley, during the CBS and FoxNFL Divisional Playoff games, January 11 and
12. At the end of the commercial, viewers were invited to view "The Setup" on
the campaign's dedicated landing page,, and use the
unique hashtag, #GoodToBeBad to engage with the brand throughout the campaign.
The 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.

The "British Villains" campaign and its many supporting assets were produced
specifically for the launch of the F-TYPE Coupe around the broadcast of the
2014 Super Bowl and builds on the momentum of Jaguar following the successful
launch of the F-TYPE convertible and a 41 percent sales increase in 2013.

"2014 will continue a very significant period in the growth of the Jaguar
brand, marked by quickly rising sales, and new beautifully designed products
coming to market, like the F-TYPE Coupe this year, and in the future, an
all-new compact sports sedan," added Curry. "This is perhaps the brand's most
memorable marketing campaign and deserves to appear in one of the most-watched
sporting events, the Super Bowl."

"British Villains" captures the premise that Brits have long made the best
villains in landmark films, combining intelligence with charm, restlessness
with calm, and always confident. In the world of pop culture, villains disrupt
the status quo and challenge the establishment, while living one step ahead
of, and better than, the pack. The campaign asks the question, 'Have you ever
noticed how in Hollywood movies, all the villains are played by Brits?' It
was filmed by Hooper in London in a creative partnership with his Smuggler
Films production house.

"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," said Hooper. "To work with the caliber of great actors we cast
in this project is a truly special experience on its own and reflects the
cinematic approach that we took in the production with Jaguar."

SPARK44, the lead strategic communications partner for Jaguar, was responsible
for the creative positioning and strategy behind the campaign, while Mindshare
managed the communications planning and buying. In addition to broadcast, the
multi-channel campaign will feature unique outdoor creative throughout New
York City, print, digital and consumer activations hosted with a wide array of
media partners, and special events in the week leading up to the Super Bowl.

During the game, 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."

"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. 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.

The new all-aluminum F-TYPE Coupe, including the first F-TYPE R model, expands
the Jaguar lineup beginning in spring 2014 and starting at $65,000^1.
Available in three versions, the F-TYPE R Coupe is powered by a 550hp 5-liter
supercharged V8 engine and will reach 60 mph in 4.0 seconds, and a top speed
of 186 mph (electronically limited)^2. The F-TYPE S Coupe and F-TYPE Coupe are
powered by 3-liter supercharged V6 engines in 380hp and 340hp forms
respectively, going 0-60 mph in 4.8/5.1 seconds and top speeds of 171/161

^1 Price shown is MSRP. Does not include $895 destination/handling fee, and
excludes, tax, title, license, retailer fees and optional equipment. Retailer
price, terms and vehicles availability may vary. See your local authorized
Jaguar Retailer for details.

^2 Always follow local speed limits.

About Jaguar
Jaguar is a premier manufacturer of luxury sedans and sports cars offering
unparalleled design with tremendous performance. The company's vision
throughout its storied history has been simple: To produce beautiful, fast
cars that are desired the world over. Jaguar strives to provide a world class
ownership experience to every owner. Today's Jaguar lineup consists of the XJ
luxury sedan, XF sports sedan, the XK Coupe and Convertible sports cars and
the two-seater F-TYPE. Jaguar designs, engineers and manufactures exclusively
in the United Kingdom, at the Castle Bromwich manufacturing plant in the
British Midlands. Jaguar is fully engaged with sustainability initiatives and
social concerns with continuous involvement in environmental and community
programs. For more information visit the official Jaguar website at

Facebook: interactivejaguar
Twitter: @interactivejag

Information about Jaguar North America products is available to consumers at

Jaguar announces three actors to appear in its first Super Bowl spot and
reveals creative elements of its "British Villains" campaign for new F-TYPE
Coupe including this OOH wild postings ad.

An image from Jaguar's first Super Bowl commercial, "Rendezvous," launching
the brand's "British Villains" campaign for the new F-TYPE Coupe, to debut on
February 2.

To view the multimedia assets associated with this release, please visit:


Contact: Leah Watkins-Hall, Corporate, Brand & Interactive Communications
Manager Jaguar Land Rover North America, LLC, 201.760.8578,; Julie Horn, Executive Vice President, DKC Public
Relations, 212.981.5221,
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