Jaguar will launch a new advertising campaign dubbed as "British Villains" aimed at flaunting its British roots. The new advertising campaign, which will include its first Super Bowl commercial, will be used to launch the new F-Type coupe that will be unveiled at the Los Angeles auto show this month and will be available in April 2014.
Jaguar plans to run a 30-second commercial during the second half of the Super Bowl XLVIII on Feb. 2, 2014. According to Jeff Curry, brand vice president of Jaguar North America, the campaign will be the brand’s largest ever, although he did not provide spending figures. The game’s broadcaster, Fox, is expected to price a 30-second spot during the Super Bowl XLVIII at around $4 million, according to Ad Age, a sister publication of Automotive News.
Jaguar opted for the campaign theme primarily because British people usually make best television and film villains, like Anthony Hopkins ("Silence of the Lambs") and Ralph Fiennes ("Schindler's List").
"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," Jaguar said in unveiling the new campaign.
Stuart Schorr, spokesman for Jaguar Land Rover North America, remarked that "disruptors” create the story and define pop culture noting that in storytelling, the most interesting character is the villain. The campaign is being filmed by British director and Academy Award winner Tom Hooper. The global campaign will be launched with the Twitter hashtag, #GoodToBeBad. The campaign will be led by the United States and the brand's in-house agency Spark 44.