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
JANUARY 14, 2014: 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.
"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 FOX NFL 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, BritishVillains, 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 $65,0001. 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 mph2.
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.