I love this new #GoodToBeBad campaign. It allows Jag to vamp up its image in full 1080P glory, but closes with a relatively lighthearted ‘flip.’
The creative insight of trusty — slash —evil Englishmen is right on the mark.
My only thought: beware of Vampire creativity along with the new dark-themed shots. The Super Bowl ad environment is *very* fast, so perhaps more car time? Who knows.
Every creative shop is scrambling to debate re-edits.
Final well-wishes: This campaign seems right on the mark.
Evil. Sexy. Jaguar.
One final-final thought: Perhaps Try to crank up the audio track. This one seems too muted in the YouTube edit. People are generally in bars or loud houses, so non-loud ads are like silent movies.
Huge Wallpapers – 2014 F-TYPE
Official Release below from Jaguar.
View “Rendezvous” here
The 60-second “Rendezvous” television spot to debut online before debuting on air during Super Bowl XLVIII, February 2 on Fox
Renowned British actors Sir Ben Kingsley, Tom Hiddleston and Mark Strong to star in Jaguar’s cinematic “Rendezvous” spot, filmed by Oscar-winning British director Tom Hooper
Spot launches “British Villains” campaign, running through July, and raises the bar of automotive advertising to cinematic caliber for the introduction of the F-TYPE Coupe, Jaguar’s all-new, high-performance sports car
“British Villains” Campaign and #GoodToBeBad hashtag highlight the modern British personality of the fast growing Jaguar brand
View behind the scenes footage here
(MAHWAH, N.J.) – January 28, 2014 – 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.
“Rendezvous was filmed with the realization that many of today’s television viewers have access to beautifully sharp picture screens and multi-channel surround sound not unlike the best movie theaters,” said Curry. “The ‘British Villains’ TV spot combines an entertaining, thoughtful narrative with a visual and aural quality that conveys the excitement of owning and driving a high performance Jaguar F-TYPE. We hope viewers turn the volume up.”
Jaguar recently launched the campaign’s dedicated landing page, www.BritishVillains.com, The site hosts information about the F-TYPE Coupe, the commercial and some unique video content including teasers starring each of the three actors; collectively already boasting over 400,000 views.
This week, leading up to Super Bowl XLVIII, Jaguar will host an event with Deadspin as part of their partnership with Gawker Media, and two co-sponsored events with Sports Illustrated, including the magazine’s Super Saturday event the night before the big game.
During the game, itself, Jaguar aims to be the most real-time engaged advertiser during the Super Bowl through a unique physical space called”The Loop,” developed by Mindshare, where multiple screens will monitor real-time consumer data and translate it into actionable insights, and ultimately, rapid marketing decisions, or “adaptive marketing.” Jaguar will monitor social platforms, such as Twitter, Facebook, Instagram, Google+, around Super Bowl XLVIII for trending topics and discussions related to the brand, F-TYPE Coupe campaign and the game. The brand will respond in real time to relevant tweets and messages via their social media platforms.
“The Loop” is the first real-time marketing tool to impact paid media – whereby media dollars can be quickly shifted and redeployed to leverage opportunities uncovered by the data. During the game, Jaguar will have the ability to adjust the digital search ad buys based on real time observations. Rapid, relevant and responsive, “The Loop” puts data at the center and creates a channel-agnostic, holistic approach to real-time marketing in an unprecedented manner.
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Jaguar is a premier manufacturer of luxury sedans and sports cars offering unparalleled design with tremendous performance. The company’s vision throughout its storied history has been simple: To produce beautiful, fast cars that are desired the world over. Jaguar strives to provide a world class ownership experience to every owner. Today’s Jaguar lineup consists of the XJ luxury sedan, XF sports sedan, the XK Coupe and Convertible sports cars and the two-seater F-TYPE. Jaguar designs, engineers and manufactures exclusively in the United Kingdom, at the Castle Bromwich manufacturing plant in the British Midlands. Jaguar is fully engaged with sustainability initiatives and social concerns with continuous involvement in environmental and community programs. For more information visit the official Jaguar website at http://www.jaguarusa.com.
About Jaguar Land Rover
• The United States is one of the leading global markets for both Jaguar and Land Rover
• Jaguar Land Rover employs 25,000 people and sells vehicles in 170 countries around the world
• Jaguar Land Rover has two state of the art engineering and design facilities and three advanced manufacturing plants in the UK
• In the 2012/13 fiscal year, Jaguar Land Rover has reported revenues of $23.8 billion, up 17% year on year ($20.4 billion last year)
• Headquartered in Mahwah, New Jersey in the United States, Jaguar Land Rover North America, LLC has offices across the USA. Jaguar Land Rover has offices in the following locations: California, Georgia, Illinois, Maryland, Minnesota, New Jersey, Pennsylvania, Tennessee, and Washington D.C.
• Jaguar Land Rover is represented by more than 330 independently operated retail outletsin the USA
Tom Burkart is the founder and managing editor of Car-Revs-Daily.com, an innovative and rapidly-expanding automotive news magazine.
He holds a Journalism JBA degree from the University of Wisconsin – Madison. Tom currently resides in Charleston, South Carolina with his two amazing dogs, Drake and Tank.
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