Jaguar to Air First Super Bowl Ad in Push for New F-Type

Jaguar plans to run its first Super Bowl ad, as the luxury-car maker touts its new F-Type coupe during the National Football League’s February championship game that draws more than 100 million viewers.

The car is being introduced at auto shows in Los Angeles and Tokyo this month. Jaguar, owned by Tata Motors Ltd., saw its U.S. sales more than double last month and gain 36 percent to 13,962 this year through October.

“For the first time ever we’ll be bringing the Jaguar brand to the biggest marketing platform in the world,” Jeff Curry, a vice president of Jaguar North America, said today at a presentation in New York to announce the ad.

Jaguar is broadening its product line and improving its quality to win back U.S. consumers. The brand sells five models in the market, starting with the XF sedan, which has a base price of $46,975. Tata, based in Mumbai, acquired Jaguar and Land Rover, a maker of luxury sport-utility vehicles, from Ford Motor Co. in 2008.

The 30-second spot, which will play off the history of Britons as villains in movies and on television, is scheduled to air in the second half of the Feb. 2 game. The ad is being filmed in London by director Tom Hooper, whose recent credits include the movies “The King’s Speech” and “Les Miserables” and the HBO miniseries “John Adams.”

The game will be on Twenty-First Century Fox Inc.’s broadcast network. In February of this year, the Super Bowl shown by CBS Corp.’s network drew almost 109 million viewers, as the Baltimore Ravens defeated the San Francisco 49ers in a game interrupted by a 34-minute power failure. The two previous Super Bowls each drew about 111 million viewers.

CBS charged advertisers an average of $3.75 million for a 30-second Super Bowl commercial, 7.1 percent more than a year earlier, according to industry researcher Kantar Media.

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