Earlier today, Jaguar launched its new “British Intelligence” global marketing campaign, which is being led by a cinematic 30-second TV ad starring X-Men actor Nicholas Hoult and the new “Why Jaguar” landing page on the official US Jaguar website. The campaign, which has been developed by international communication agency, SPARK 44, with planning and buying from Mindshare, is a natural evolution of the “British Villains” campaign for the F-TYPE Couple, which featured British actors such as Ben Kingsley, Tom Hiddleston and Mark Strong, all of whom are famous for playing the villains in Hollywood movies. The campaign will be showcasing Jaguar's luxury sedan range, which includes the XJ, XF and, the recently revealed XE, which will be sale in the US in 2016.
The campaign, which stars Nicholas Hoult, is an evolution of the “British Villains” campaign, which featured British actors such as Ben Kingsley, Tom Hiddleston and Mark Strong
Phil Opoham, group marketing director at Jaguar Land Rover, says the brand strategy aims to elevate Jaguar in the luxury category and introduce themselves to a new generation of buyers. He adds that the new campaign evolves the villains theme to “Showcase the breadth and quality of Jaguar's lineup, and the innovative technology and leading-edge craftsmanship behind each model." The new ad, which was shot by Oscar-winning director Tom Hooper (who also shot the villains spot) begins where the previous campaign's TV Spot “Rendevouz” left off, with the audience taken inside the Jaguar innovation lab by Hoult, the "brains behind the villainous operation," as he showcases the cutting-edge technology of Jaguar vehicles. Hooper and Jaguar worked closely with visual effects production house, The Mill, who used cutting-edge CGI effects to highlight the beautifully complex technology under the hood of the latest models.
Jaguar – Innovation Lab
Matt Page, creative director at Spark44, said “In casting Hoult, a young, good looking and charismatic actor with just the right amount of eccentric British charm,” they found the perfect fit for the role and the brand. He adds that the actor “lays the role of the Villain's behind-the-scenes technology wiz, providing his bosses with the right equipment for their mission (Jaguar cars) and in doing so, he wittily describes the innovation and technology” that makes Jaguar cars “Feel so alive." The 90-second digital film (above) will be split into three 30-second TV spots and Hoult also appears in three web films that illustrate the rigorous quality control all Jaguar models go through before hitting the road. These films will be live on the interactive “British Intelligence” landing page, which also directs users to the recently launched “Why Jaguar” section of the site.
Additional campaign elements, which also launched today, include digital advertisements, mobile ad placements and targeted messaging on over 1,000 mobile apps
Rounding out the campaign are various first-the-market media platforms featuring Jaguar as a launch partner, such as a bespoke augmented reality experience using the Google Glass app “Blippar” and a partnership with leading audio platform SoundCloud, which began debuting advertising in August. Additional campaign elements, which also launched today, include digital advertisements, mobile ad placements and targeted messaging on over 1,000 mobile apps. Print advertisements will also be appearing from the end of the month and custom content created by Conde Nast Media group and promoted on the Vanity Fair, GQ, Conde Nast Traveler and Wired websites, as well as Complex and Thrillist Media Group will begin in early December.
Benjamin Hiorns is a freelance writer and musician from Kidderminster in the UK who will probably never own a Jaguar. But a man can dream.
