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By Noel Young, Correspondent

April 24, 2013 | 3 min read

The F-type is Jaguar's first new sports car in 50 years and Jaguar yesterday presented it as the star the mini-movie Desire starring Damian Lewis who won an Emmy and Golden Globe for his role in the hit TV series Homeland.

Teasers were released last November but yesterday - after a private showing at the London Sundance Film Festival- we got the full 12-and-a-half minute film,created by The Brooklyn Brothers in London and RSA Films. You can see it here.

The F-type is definitely on a roll. The car, designed by Ian Callum, was last month designated World Car Design of the Year at the New York auto show .

The movie, shot in Chile's Atacama desert, also features a specially commissioned song, "Burning Desire," from Singer Lana Del Rey .

The story tells of Lewis coming between a criminal and his wife as he delivers the new F-Type Jaguar in the middle of a desert.

The US magazine AdAge commented, "The film plays up Mr. Lewis' upper class British heritage, comparing him to Prince Harry and casting him as a smooth operator with a dry sense of humour."

The movie has been likened to BMW's 2001 film by Fallon .

One commentator said it was "a unique undertaking, using a feature film to launch a car, and will stand comparison with the most successful car/movie tie-up by BMW."

But George Bryant, founding partner of Brooklyn Brothers , denied the similarities and said it's "not BMW all over again."

The Jaguar film, in contrast to the BMW film, has been using web channels not just to market the film but since filming began.

Bryant said Jaguar had already had $9 million in unpaid media thanks to the buzz over the film.

Bryant said the F-Type was "It's aimed at achievers with a creative gene, who we call 'enlightened entrepreneurs'

Like Jaguar, Damian is a British style icon with global appeal," Bryant told AdAge . "He's a car fanatic, and he wanted to get back to his British roots and to show a different side to him than his Homeland character. He wanted to do as much driving and as many stunts as possible."

Jaguar is also hosting media screenings of the movie at the W Hotel in London.Social media and PR will also promote the film.

The F-Type, will cost from around $100,000 in the US and £57,000 in the UK.


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