Jaguar will try to portray a bad boy image in the competitive US market with its upcoming Super Bowl commercial “Rendezvous” featuring three “British Villains” actors, Sir Ben Kingsley, Tom Hiddleston and Mark Strong. The Jaguar commercial was filmed by Oscar-winning British director Tom Hooper.

Jaguar will air the 60-second spot promoting its new F-Type Coupe during the third quarter telecast of Super Bowl XLVIII on Feb 2, with a website already launched before the Super Bowl at BritishVillains.com. According to NYT, the theme of the new commercial is inspired form the companies “Good to be Bad” campaign that started six-months earlier.

Jaguar already released a  teaser of "Rendezvous" called "The Setup" to the viewers, during the NFL Divisional Playoff games on January 11 and 12. According to Jaguar, a second 30-second preview will debut online on January 28 before the Super Bowl film is released. To promote the new F-Type Coupe, the company has made a series of media partnerships. The campaign will also includes TV spots, print, online and outdoor ads, as well as wrapped subway cars in New York City.

At the Detroit Auto Show, Jaguar's new brand vice-president Jeff Curry said that the company's goal was to present Jaguar as "modern British challenger brand" to already established German luxury brands like BMW, Mercedes and Audi. 

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