Jaguar's 'British Villains' arrive on home turf as the F-Type Coupé campaign airs in the UK
Jaguar’s ‘British Villains’ creative, which debuted at this year’s Super Bowl, has arrived on UK shores to support the launch of the F-Type Coupé, on sale from 1 May.
Spanning cinema, video, outdoor, print, digital, and a mobile challenge, the creative was devised by Jaguar’s global communications agency Spark44.
The TV ad ‘Rendezvous’ (shown above) poses the question ‘Have you ever noticed how in Hollywood movies, all the villains are played by Brits?’ and features Sir Ben Kingsley, Tom Hiddleston and Mark Strong. Following its Super Bowl premiere a two minute directors cut of the ad will run in British cinemas with 60 and 30-second iterations broadcasting in the UK until the end of May.
“This is the most extensive communications campaign ever produced for Jaguar. We have brought together Hollywood glamour with British wit. The talent in front of and behind the camera has given the work tremendous authenticity,” remarked Simon Binns, UK managing director for Spark44.
The story is further developed with an online ‘next chapter’ featuring Thor star Hiddleston driving a white F-Type Coupé into an underground car park (shown below). He comments: “They say Brits play the best villains…” while showcasing the design, styling and performance of the car. The webfilm forms part of The Masterclass content online, which also features interactive links to a series of Jaguar product films and villainous tips and instruction videos.
Also housed within the Villain Academy is ‘The Lockmaster Challenge’, designed and developed by Spark44. The game takes advantage of second-screen technology, as users access the challenge initially via desktop but engage through their mobile or tablet. By unlocking the codes in the fastest time gamers will be in with the chance of winning a Jaguar F-Type track driving day.
Outdoor activity including digital sites provides a tongue-in-cheek dialogue with drivers travelling in and out of London, with headlines including ‘Tell them you had to work late’; ‘Now make up for being good all day’; ‘How’s that master plan coming along?’ and ‘It’s the weekend. Time to be bad.’ At Gatwick Arch, outbound posters feature the headline: ‘Get Away’, and inbound read: ‘A new British Villain has arrived’.
Global media planning and buying for the campaign was handled by Mindshare.
Content created with:
Spark44
Spark44 was founded in 2011 as an antidote to traditional agencies. We give clients the creative impact and progressive thinking they need, but without the unnecessary...
Find out more