Betting on Bad: Behind-the-Scenes Secrets of Jaguar's First-Ever Super Bowl Spot
Super Bowl advertising is serious business. With the millions of dollars spent for minimal moments of airtime, the old "go big or go home" adage rings particularly true for the companies who bet on the big game to build buzz for their brands.
Jaguar is one such company that is going big, or gone big rather, since their first-ever Super Bowl ad has already been released. Directed by Oscar-winner Tom Hooper ("The King's Speech"), their cinematic spot called "Rendezvous" plays with the stereotype that Hollywood only hires British actors to play villains and fittingly features a mysterious meet-up between three esteemed British actors who are best known for playing bad guys: Tom Hiddleston ("Thor The Dark World"), Ben Kingsley ("Iron Man 3"), and Mark Strong ("Sherlock Holmes," "Kick-Ass").
So how did they make this magic happen? Yahoo TV spoke recently with Jaguar Brand Vice President Jeff Curry, who revealed a few behind-the-scenes details involved in making "Rendezvous," which include a first-ever flyover of Buckhingham Palace, letting an actor do all his own driving stunts, and how to properly pronounce "Jaguar."
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How did the concept and commercial come about?
We knew earlier in 2013 that we wanted to do a major tentpole event and we settled on the Super Bowl almost a year ago, and then we started working on the creative concept and idea. We then settled quickly onto the idea of British villains, connecting with the idea that Jaguar is also sort of the new villain or disrupter in the luxury car market space. There is a really nice cultural truth to the idea that Hollywood always casts Brits to play the best villains.
Tom Hiddleston prepares for his scene inside a helicopter
What was involved in filming the commercial?
It was filmed over three different shoot periods with the different actors in London. Everything you see there was filmed. Nothing is computer generated from the standpoint that we're making anything up. It was all filmed on location in London in November and early December. It was an intensive shoot, working with in-demand talent schedules, Tom Hooper's schedule. I think it came together well.