Sir Ben Kingsley Stars in Jaguar Rendezvous

Today, Jaguar North America announced the three renowned actors to appear in “Rendezvous,” its 60-second television advertisement to debut during the second half of Super Bowl XLVIII.

It revealed details of its brand and product marketing campaign, called “British Villains,” which introduces the Jaguar F-TYPE Coupe (on sale spring, 2014).

“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.

“With ‘British Villains,’ Jaguar will present itself on the Super Bowl stage as a challenger to the usual luxury car suspects, with a unique cinematic expression of our modern British style,” said Jeff Curry, brand VP, Jaguar North America.

“Jaguar is truly a beloved British brand and it’s exciting to help them make some noise as they debut in a beloved American event, the Super Bowl,” said Sir Ben Kingsley. “As for being known for playing the roles of renowned villains, I’ll have to ponder that one – I think I’m flattered?!”

The campaign creative, developed with a cinematic vision, centers around the new “Rendezvous” television commercial. In addition to the 60-second spot to air in the Super Bowl, a 30-second preview of “Rendezvous” will debut online on Jan. 28 and run on high-profile, digital channels throughout February.

Jaguar also previewed its Super Bowl spot with ” The Setup,” staring Sir Ben Kingsley, during the CBS and Fox NFL Divisional Playoff games, Jan. 11 and 12. At the end of the commercial, viewers were invited to view “The Setup” on the campaign’s dedicated landing page, and use the unique hashtag, #GoodToBeBad to engage with the brand throughout the campaign.

The 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.

“British Villains” captures the premise that Brits have long made the best villains in landmark films, combining intelligence with charm, restlessness with calm, and always confident.

An image from Jaguar's first Super Bowl commercial, "Rendezvous," launching the brand's "British Villains" campaign for the new F-TYPE Coupe, to debut on February 2.
An image from Jaguar’s first Super Bowl commercial, “Rendezvous,” launching the brand’s “British Villains” campaign for the new F-TYPE Coupe, to debut on February 2.

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.

The campaign asks the question, ‘Have you ever noticed how in Hollywood movies, all the villains are played by Brits?’ It was filmed by Hooper in London in a creative partnership with his Smuggler Films production house.

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.”

“The Loop” is a real-time marketing tool to impact paid media – whereby media dollars can be quickly shifted and redeployed to leverage opportunities uncovered by the data.

Rapid, relevant and responsive, “The Loop” puts data at the center and creates a channel-agnostic, holistic approach to real-time marketing.

The new all-aluminum F-TYPE Coupe, including the first F-TYPE R model, expands the Jaguar lineup beginning in spring 2014 and starting at $65,000.

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Rakesh Raman