Jaguar 'British Villains' marketing campaign
Whitley, Coventry--April 2, 2014: The dramatic advertisement produced to launch the new Jaguar F-TYPE Coupé, and made famous through its debut television appearance during Superbowl XLVII this year, was broadcast in the UK for the first time last night during the half-time break of the UEFA Champions League match between Manchester United and Bayern Munich.
More than 2.2 million viewers saw the advertisement during this coveted spot. The advertisement will continue to run in a mixture of one minute and 30-second executions throughout April and May on networks including ITV1, Channel 4 and Sky Atlantic.
A special two-minute version of the advertisement, which is directed by Oscar-winner Tom Hooper, and features Sir Ben Kingsley, Tom Hiddleston and Mark Strong, will be shown in a selection of picture houses and cinemas during April and May, in screenings prior to blockbuster films including ‘The Grand Budapest Hotel’ and ‘Captain America’.
Jaguar will also deploy a wide range of digital advertising to support this launch, across desktop, tablet and mobile platforms, reflecting high levels of usage amongst Jaguar's target audience. Bespoke online advertising assets and Jaguar’s UK website (Jaguar) will host an interactive ‘Lockmaster Challenge’ game, which allows users to compete with one another and potentially win an exciting F-TYPE Coupé driving challenge.
Ken Forbes, Jaguar UK Marketing Director said: “The new F-TYPE Coupé is the most exciting sports car Jaguar has ever produced, so this advertisement and supporting campaign had to be equally engaging.
“The ‘British Villains’ theme has already proved extremely popular, with more than 12 million views for ‘Rendezvous’ recorded online. I am delighted that during April and May, the best in British film talent will be seen on screens across Great Britain as part of this innovative Jaguar campaign.”
The British Villains campaign launches online with an intriguing next chapter in the story, a new web film with Tom Hiddleston driving a white F-TYPE Coupé into an underground car park. He comments: “They say Brits play the best Villains…” while showcasing the design, styling and performance of the F-TYPE Coupé. The web film is part of new content on the Villain Academy on Good to be Bad, which features interactive links to a series of Jaguar product films and “villainous” tips and instruction videos.
The ‘British Villains’ creative idea for the campaign was devised by global communications agency Spark44. Mindshare is responsible for Jaguar’s global media planning and buying.