British Villains.
Have you ever noticed, in Hollywood, all the villains are played by Brits?
We rounded up all the usual suspects, along with one new one – the new Jaguar F-TYPE Coupé R to create a global brand campaign. Aimed at seducing a new younger audience for Jaguar and it's up-coming products. Launching in the US first at Superbowl 2014, the campaign built over a nine-month period, from first tease of the car, through launch and on-sale. It focused on a shift from owned to earned media – the thread of the story ran through PR, Social, Viral, Experiential, as well as traditional broadcast channels, TVC, Press, Online and the Website. It was a huge leap forward for the brand and its approach to Global marketing.
The campaign won multiple global awards – Global and North American Effies, AME Gold and Platinum awards. In 2016 it was ranked #14 in the world in the prestigious WARC 100. The highest position of any automotive ad.
Sometimes, it seems, it is good to be bad.
The Campaign Summary Film
The Super Bowl TVC
The Super Bowl Tease Film
Tom introduces the XF in the site.
Sir Ben introduces the XJ
Mr Strong introduces the F-Type
Interactive Film Intro