Today, Jaguar North America debuted digitally "Rendezvous", its 60-second television cinematic advertisement that will be broadcast for the first time during the fourth quarter of Super Bowl XLVIII. The spot launches the "British Villains" campaign, which introduces the Jaguar F-TYPE Coupe (on sale spring, 2014) and features the campaign’s unique hashtag, #GoodToBeBad. "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.
"Super Bowl week is a major milestone for the Jaguar brand as we present our newest and fastest model, the F-TYPE Coupe, to millions of current and future potential customers," said Jeff Curry, Brand Vice President, Jaguar North America. "We are sharing the 60- second spot online this week as interest rises, but really look forward to presenting the F-TYPE coupe and our British villains in action to the viewers in high definition during the game."
"British Villains" captures the premise that Brits have long made the best villains in landmark films, combining intelligence with charm, restlessness with calm, and are always confident. "Rendezvous" opens with Sir Ben Kingsley asking the question, ‘Have you ever noticed how in Hollywood movies, all the villains are played by Brits?’
The spot then shows the new Jaguar F-TYPE Coupe being driven by Strong and effortlessly navigating through modern-iconic London as he is on his way to meet with fellow villains, Sir Ben and Tom Hiddleston.
"Rendezvous" was filmed by Hooper in London in a creative partnership with his Smuggler Films production house. The spot’s 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.