Jaguar has built on the success of its British Villains campaign, which saw actors extol why it was 'good to be bad', in a second ad promoting British Intelligence.
Actor Nicholas Hoult, who starred in About A Boy and the XMen is the star of the new ad, which continues where the first ad left off and suggest that superior technology is also essential to great villainy.
In the ad by Spark44, the audience is taken inside the Jaguar innovation lab by actor Nicholas Hoult, the "brains behind the villainous operation," as he showcases the cutting-edge technology of Jaguar vehicles.
"In casting Hoult, a young, good looking and charismatic actor with just the right amount of eccentric British charm, we found our boy genius," said Matt Page, creative director at Spark44. "He plays the role of the Villain's behind-the-scenes technology wiz, providing his bosses with the right equipment for their mission – Jaguar cars – and in doing so, he wittily describes the innovation and technology that makes our cars feel so alive."
As well as featuring a TV ad, the campaign will run through print and digital channels, with media planning handled by Mindshare.
Users will be able to use Blippar to ‘blipp' print advertisements in Conde Nast publications – beginning with the December issue of Vanity Fair - by looking at them through their Google Glass devices, to activate additional digital content. The print advertisements will trigger video content that is directly accessible to Google Glass users, plus additional features when blipping from mobile devices.
"Jaguar's British challenger brand strategy and our evolving model line-up continue to elevate us in the luxury category and introduce us to a new generation of buyers," added Phil Popham, group marketing director for Jaguar Land Rover. "With British Intelligence, we're evolving the 'British Villains' theme to now showcase the breadth and quality of Jaguar's lineup, and the innovative technology and leading-edge craftsmanship behind each model."
As part of the campaign Hoult also appears in three web films that illustrate the rigorous quality testing that Jaguar models undergo before arriving in showrooms or hitting the road, including climate and crash testing.