Hasta La Creative!

Tag, UK continues the villain-celebrating campaign Jaguar launched with in-house agency Spark44 last year in “The Art of Villainy,” a two-plus minute primer on what it takes to be a classic British villain starring Tom Hiddleston.

If you want to be a respectable bad guy, the ad contends, there a couple of requirements. You have to sound distinct, so everyone knows who’s in charge (this is probably the main reason Brits always play the part). You also need style and attention to detail, and that’s where the Jaguar comes in. The spot is entertaining and, perhaps more so than previous ads in the campaign, does a great job of tying Jaguar to the idea of the stylish British villain. Even at a dialogue-heavy over two minute run time, the premise is executed well enough that it doesn’t run thin. We expect that Jaguar will stick with this approach for a while, but if this was the last ad in the campaign it would be a fine way to go out.

Credits:

Advertising Agency: Tag, UK
Producer: Nicole Southey
Creative Director: Matt Page, Piggy Lines
Production Compnay: Rouge Films
Director: Mark Jenkinson
Producer: Tom Farley
DOP: Alex Barber
Editor: Kevin Palmer / TenThree
Music: Chris Green / Massive Music
Post-Production
Producer: Pete Jones
Shoot Supervisor: Hussein Hassani
Editor: TenThree
Flame: Hussein Hassani
Colourist: Mark Horrobin
3D Artist: Sandra Clua

About two weeks ago, we shared the teaser trailer for Jaguar’s Super Bowl ad, which features Ben Kingsley, Mark Strong, and Tom Hiddleston (although only Kingsley was featured in the trailer). Today, Jaguar and their in-house agency, Spark44, have debuted the full 60 second spot, “Rendezvous.”

“Have you ever noticed how in Hollywood movies, all the villains are played by Brits?” Kingsley asks at the opening of “Rendezvous,” featuring the three star British actors as vaguely defined villains who all drive Jaguars. Filmed in London by Oscar-winning British director, Tom Hooper (The King’s Speech), in collaboration with Smuggler, Spark44 and Jaguar clearly threw a lot into “Rendezvous” to make the spot cinematic, also employing Alexandre Desplat, who worked with Hooper on The King’s Speech, to compose the ad’s original soundtrack, which was recorded by The London Symphony Orchestra at Abbey Road studios. “‘Rendezvous’ was filmed with the realization that many of today’s television viewers have access to beautifully sharp picture screens and multi-channel surround sound not unlike the best movie theaters,” explained Brand Vice President of Jaguar North America, Jeff Curry.

“Rendezvous” marks Jaguar’s debut Super Bowl advertisement, and also launches their straightforwardly-titled “British Villains” campaign, which promotes the new Jaguar F-TYPE Coupe (available spring, 2014) and will run through July. The spot features the campaign’s #GoodToBeBad hashtag (a line also spoken by Kingley during the ad, which honestly sounds a little forced), but that’s only the tip of the iceberg in terms of Jaguar’s online and social engagement. They’ve launched a campaign landing page, that “hosts information about the F-TYPE Coupe, the commercial and some unique video content including teasers starring each of the three actors.” Jaguar is also hosting an event with Deadspin as part of their partnership with the latter’s parent, Gawker, as well as two co-sponsored events with Sports Illustrated, including during the magazine’s Super Saturday event the night before Super Bowl Sunday.

What’s more, Jaguar “aims to be the most real-time engaged advertiser during the Super Bowl through a unique physical space called ‘The Loop,’  developed by Mindshare, where multiple screens will monitor real-time consumer data and translate it into actionable insights, and ultimately, rapid marketing decisions…” Jaguar claims “The Loop” is “the first real-time marketing tool to impact paid media – whereby media dollars can be quickly shifted and redeployed to leverage opportunities uncovered by the data.” It will be interesting to see how Jaguar’s first Super Bowl advertisement, and their “The Loop” strategy plays out this Sunday. Stick around for behind the scenes footage of “Rendezvous” after the jump. continued…

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