Jaguar's Desire ad starring Damian Lewis

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Last week the Sundance London film and music festival premiered Desire, the new 13-minute Jaguar F-type ad / short film from Ridley Scott Associates (RSA). It stars Homeland’s Damian Lewis and features the track Burning Desire from singer/songwriter Lana Del Rey, written exclusively for the film.

Showing at London’s O2 Arena on Wednesday (24 April), the short film was directed by Adam Smith, who described it as "a real adventure; a story of betrayal, retribution, passion and greed."

The film is littered with movie clichés – from the protagonist (Lewis) making an all-important package delivery (in this instance, the package is the F-type); to a wife on the run from her corrupt husband with a suitcase full of money.

desire

To watch the video click on the image above, and if you can make it through to the end, let us know what you think of it via our Facebook page. 

Lewis plays the suited and booted Sydney Clark, who is on his way to deliver the new Jaguar F-Type to the film’s tracksuit-wearing, gun-wielding villain (Spanish actor Jordi Molla). After getting caught up with the villain’s wife (Shannyn Sossamon), the two of them get embroiled in a cat and mouse chase through Chile’s Atacama desert.

The film was produced by RSA’s Caspar Delaney, who praised the Atacama location as "one of the most spectacular landscapes and locations in the world”.

Ian Armstrong, Jaguar’s global marketing communications director, said: "Jaguar is synonymous with some iconic moments in cinematic history, and we're excited about reigniting this powerful combination through a British-led, world class artistic project.

“We believe, alongside Ridley Scott Associates, that we have a visionary and outstanding quality filmic product, which is a great platform for our most important product launch in 50 years - the F-Type Jaguar."

The F-Type is Jaguar’s first two-seater sports car since the E-Type, launched 50 years ago.