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[January 20, 2014]
Ben Kingsley, Tom Hiddleston and Mark Strong to Star in Jaguar Super Bowl Commercial [Travel & Leisure Close - Up]
(Travel & Leisure Close - Up Via Acquire Media NewsEdge) Jaguar North America announced Ben Kingsley, Tom Hiddleston and Mark Strong are to appear in "Rendezvous," its 60-second television advertisement to debut during the second half of Super Bowl XLVIII.
In a release, the Company noted the brand and product marketing campaign, called "British Villains," which introduces the Jaguar F- Type Coupe (on sale spring), was filmed by Oscar-winning British director Tom Hooper in London.
"With 'British Villains,' Jaguar will present itself on the Super Bowl stage as a challenger to the usual luxury car suspects, with a unique cinematic expression of our modern British style," said Jeff Curry, Brand Vice President, Jaguar North America. "With the three renowned actors, Sir Ben, Tom and Mark, who have all played memorable film rogues, we have brought together the best of British film to star in a major motion picture caliber campaign that addresses the simple cultural observation that Brits often play the best villains in film. This talent, coupled with the direction of Academy Award-winner director Tom Hooper, enables us to launch our campaign for the F-Type Coupe in a manner that captures the new spirit of the entire brand inspired by our latest sports car." TA 30-second preview of "Rendezvous" will debut online on Jan. 28 and run on digital channels throughout February.
The score for "Rendezvous" was composed and conducted by Alexandre Desplat, who worked with Tom Hooper on The Kings Speech and recorded by The London Symphony Orchestra at the iconic Abbey Road studios.
"2014 will continue a very significant period in the growth of the Jaguar brand, marked by quickly rising sales, and new beautifully designed products coming to market, like the F-Type Coupe this year, and in the future, an all-new compact sports sedan," said Curry. "This is perhaps the brand's most memorable marketing campaign and deserves to appear in one of the most- watched sporting events, the Super Bowl." "This is one of those jobs that can really be a lot of fun, so I was quite happy to oblige when Jaguar asked me to be a part of their first Super Bowl commercial," said Hooper. "To work with the caliber of great actors we cast in this project is a truly special experience on its own and reflects the cinematic approach that we took in the production with Jaguar." Spark44 is the lead strategic communications partner for Jaguar.
Mindshare managed the communications planning and buying.
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