Every year, automakers look to the Super Bowl in an often vain attempt to put their newest vehicles in front of millions of viewers, spending tens of millions of dollars trying to catch people between bathroom breaks. This year will be no different. Here's one of the entries in our annual Super Bowl Ad Watch:
Title: British Villains 'Rendezvous'
Car being advertised: Jaguar F-Type Coupe
Jaguar's first-ever Super Bowl commercial revolves around why it's "good to be bad," a marketing phase the British automaker has hammered for the past month or so. In the 60-second video, renowned British actors Sir Ben Kingsley, Tom Hiddleston and Mark Strong and Oscar-winning director Tom Hooper, ask the question, "Have you ever noticed how in Hollywood, all the villains are played by Brits?" They then proceed to explain why that is, stating things like, "We're more focused," and "Have a certain style; an eye for detail."
Kingsley spends his time in what looks like a control room overseeing the action, while Hiddleston rides in a helicopter with an overful cup of tea. Strong, however, is behind the wheel of the new Jaguar F-Type Coupe. You can hear the V-8 engine's delicious pops and bangs from the overrun, as both Strong and Hiddleston arrive at a massive London manor, in what looks like your typical Bond flick. The video ends with Kingsley stating, "Oh yes, it's good to be bad."
The spot launches Jaguar's "British Villains" campaign.
Does it work?
In a word, yes. Jaguar has practically eradicated its "old man" stigma, and is producing exciting cars like the XFR-S and XJR, along with the track-focused XKR-S GT, that embody maniacal anger, despicable madness and, most definitely, all arrive with an aura of villainous rebellion. The F-Type is the epitome of all those things; it's wildly loud and vicious. It might not be as capable as, say, a Porsche Cayman, but it evokes a far more emotional experience.
And it does feel like you're being naughty when you drive one. Hence why this whole "Villain" campaign really works for Jaguar, and with it, it continues to brand itself in a far more relevant way. And being from the UK myself, I agree — nothing compares to a British villain. We'll just gloss over the fact that Jag is now technically Indian.