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Jaguar Super Bowl Benedict Cumberbatch

Jaguar paints itself as 'British bad guy' in first Super Bowl spot

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By Noel Young, Correspondent

November 10, 2013 | 4 min read

In its first Super Bowl TV spot the carmaker Jaguar will paint itself as the British Bad Boy shaking up American car manufacturers.

Jaguar is Superbowl bound

Jaguar has announced it will air a 30-second spot promoting its new F-Type Coupe during the third quarter of Fox's telecast of Super Bowl XLVIII on Feb. 2.

The campaign was announced at a press conference at the London NYC hotel in midtown Manhattan.

Jaguar's first Super Bowl commercial will star well-known British actors, said Jeff Curry, brand VP, who gave no names .

Tom Hooper, the Brit who won the Best Director Oscar for "The King's Speech" in 2011 Academy Awards, is directing the spot created by in-house ad agency Spark 44.

The F-Type Coupe will arrive in Jaguar's U.S. showrooms in April 2014.

The campaign kicks off today with a 30-second teaser from Spark 44 called "Disruption." seen below It will air on NFL games and BBC America's telecast of the Jaguar title-sponsored Britannia Awards.

The spot for the Jaguar XFR starts with the usual auto ad blather about things like "adaptive dynamics technology" said AdAge-- before a James Bond-type villain with an English accent takes over the screen.

"Have you ever noticed how in Hollywood, the best villains are played by Brits?" he asks. Meanwhile, viewers see quick cuts of a football and the Union Jack.

The spot closes with a hashtag, #GoodToBeBad .


Set in modern London, the actual Super Bowl spot will be themed around brainy, sexy "British villains," said Curry. Jaguar has been using British actor Benedict Cumberbatch for voiceovers. Mr. Cumberbatch was the villain of the recent "Star Trek: Into Darkness."

"One way you can go with Super Bowl commercials is you can have kind of a cheap laugh. That's not what we're about; that's not what we're doing," said Curry about the spot, which is about to go into production. "Creatively we're going to offer something a little more sophisticated, a little more smart. But something that also has that wink and nod -- with that witty British tone."

Curry said it was time for Jaguar to show off its new models to a wider audience. As a challenger brand, Jaguar felt it was time to "disrupt" the automotive universe on the biggest ad showcase of all.

"We are the little guy. We're a bit of the underdog in this. We have that kind of spirit in how we operate as a company," said . Curry. The Super Bowl also ties in with the

Bruce Dundore, North American creative director of Spark 44. syas there no better way to make Jaguar stand out it than by linking the venerable British brand to the stylish, ingenious British bad guys and gals defining Hollywood.

Dundore has even put together a reel of some of the best Brit villains, from Mr. Cumberbatch in "Star Trek" to Anthony Hopkins in "Silence of the Lambs" and Ben Kingsley in "Sexy Beast."

The F-Type has helped put a halo over the entire Jaguar brand and brought new customers into showrooms, says AdAge.

During the first 10 months of 2013, Jaguar's sales rose 36.2%, according to Automotive News Data Center.

Jaguar Super Bowl Benedict Cumberbatch

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