The Drum Awards Festival - Extended Deadline

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By Gillian West, Social media manager

June 4, 2015 | 2 min read

Jaguar is to launch its multi-media ‘Good to be Bad’ campaign in the UK during this weekend’s (Saturday 6 June) Champions League Final, with the next chapter in the story showcasing the Jaguar XE.

The 60 second ‘Master Plan’ spot sees Tom Hiddleston reprise his role as a British villain who now appears to have stepped into the shoes of the mastermind in the control room. As he orders the Jaguars to be unleashed on an unsuspecting world fellow Brit actor, and Mad Max star, Nicholas Hoult makes an appearance as the team’s boffin scientist.

Created by Spark44, the campaign will run across TV, cinema, video on demand, print, out of home, mobile and digital following Saturday’s debut with media planning and buying handled by Mindshare.

Simon Binns, managing director at Spark44, commented: “The Jaguar brand is on a roll at the moment and the new work reflects that confidence. The campaign builds on the success of the last two years, moves the plot forwards and introduces the dynamic Jaguar XE.”

The ad was filmed on location at Pinewood Studios 007 stage with scenes in and around London. The advert will run globally across 21 markets from June until 2016 with SkyAdsmart tailoring the creative to Jaguar Retailers throughout the UK.

Spark44 Tom Hiddleston Jaguar

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