British villains in stylish Jaguar ad

Luxe car brand Jaguar has launched its latest ad, part of its largest ever brand and product marketing campaign, to introduce the F-TYPE Coupe.

Jaguar airstrip banner

The ad will make its debut during the lucrative and extremely expensive slots during the Super Bowl final, which takes place on 2 February. The sporting event is one of the priciest for advertisers to use: a 30 second slot cost around $4m last year.

Jaguar airstrip banner

Three A-list British actors star in the classy 60 second commercial, which is called Rendezvous: Sir Ben Kingsley, Tom Hiddleston and Mark Strong all seem to be thoroughly enjoying themselves as they pose the question, "Have you ever noticed how in Hollywood movies, all the villains are played by Brits?"

Jaguar ad Mark Strong

With more than a hint of James Bond to the ad, which is directed by the Oscar-winning Tom Hooper, the leads are seen against a backdrop of iconic London locations, remaining calm and collected during high-octane pursuits across the capital - a very British cup of tea even makes an appearance, in a bone china, gold-rimmed cup.

Jaguar ad Sir Ben Kingsley

Hooper says of the experience: "To work with the calibre 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 international agency for Jaguar, devised the campaign, which is known overall as British Villains, and will break in the UK and the rest of the world from April. The production house behind the commercial is Smuggler.

You can watch the ad below.


Creative Communications Agency  Spark44

Executive Creative Director            Werner Krainz, Spark 44

Creative Directors                           Matt Page, Piggy Lines, Spark44

Executive Producer                         Michael de Vries

Media                                              TV, Cinema, Video, Print, Out-Of-Home, Digital,

                                                        Social Media, Media Partnership and Events

Media Planning and Buying             Mindshare

Director                                            Tom Hooper

Production Company                        Smuggler

Editor                                                Paul Watts, The Quarry

Production Co Producer                   Ben Croker, Smuggler

Composition/Composer                    Alexandre Desplat

Sound                                               Grand Central Recording Studios