Jaguar Super Bowl Commercial on British Villains

Jaguar has announced it will launch a new brand and product advertising campaign, themed “British Villains,” for the launch of the new Jaguar F-TYPE Coupe.

The campaign will include the brand’s first television commercial produced for running in the broadcast of the Super Bowl. The ad is scheduled to have its broadcast debut on Fox during the 2nd half of Super Bowl XLVIII.

Jaguar will debut the new F-TYPE Coupe, at the 2013 Los Angeles Auto Show and Tokyo Motor Show in November.

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The campaign features a 30-second spot and a wide range of digital assets and executions and will play off the idea that Brits have long made the best villains in landmark films, combining intelligence with charm, restlessness with calm, and always confident.

Phil Simms, CBS sports lead NFL analyst and Super Bowl XXI MVP, joined Jeff Curry, Brand Vice President, Jaguar North America, to announce Jaguar’s first television commercial for broadcast in the Super Bowl, at The London NYC in New York City on Nov. 7, 2013. The spot is part of a new brand and product advertising campaign, themed “British Villains,” for the launch of the new Jaguar F-TYPE Coupe.

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.

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The campaign asks the question, “Have you ever noticed how in Hollywood movies, all the villains are played by Brits?” It will launch with a unique hashtag, #GoodToBeBad, linking to the overall allure of the F-TYPE Coupe and British villains.

The Jaguar campaign, which will feature renowned British actors, is being filmed by Academy Award-winning British film and television director Tom Hooper in London.

“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.

Jaguar will make known its campaign intentions with an unusual ad that introduces the notion of a British luxury brand as a disruptive player and hints at the British Villain theme of the campaign.

The spot, “Disruptor,” was unveiled Thursday. The ad will air exclusively on Nov. 10, during the 2013 British Academy of Film and Television Arts Los Angeles (BAFTA LA) Jaguar Britannia Awards on BBC AMERICA, as well as during NFL games. A webcast of the event will be available to view at www.interactivejaguar.com.

Jaguar is a premier manufacturer of luxury sedans and sports cars.