By Barry Janoff
November 8, 2013: High-end automaker Jaguar is joining the ranks of brands that will be part of the Super Bowl XLVIII broadcast from MetLife Stadium on Fox on Feb. 2, 2014.
This marks the first commercial for Jaguar during the Super Bowl. Thirty-second spots are going for $3.7-$4 million, according to industry analysts.
Jaguar said its 30-second spot, scheduled to air in the second half, is part of a larger multi-media campaign that would support the F-Type Coupe. The theme, "British Villains," will star "well-known British actors" and comes with the question, "Have you ever noticed how in Hollywood movies, all the villains are played by Brits?"
A teaser spot, "Disruptor," is scheduled to break on Sunday (Nov. 10) during NFL games.
Other carmakers already committed to Super Bowl XLVIII include General Motors and Hyundai. Super Bowl telecasts generally attract upward of a dozen auto and car-related companies, according to marketing and research firm Kantar Media, New York.
"The Super Bowl is a perfect advertising platform for Jaguar given our new products, fast growing sales in the U.S. and the renewed interest in British cultural icons," Jeff Curry, brand vp for Jaguar North America, said in a statement "The campaign signals that the F-Type Coupe is the new British bad boy in the segment and is designed to disrupt the tradition-bound sports car market."
Jaguar said that the umbrella campaign would "play off the idea that Brits have long made the best villains in landmark films, combining intelligence with charm, restlessness with calm, and always confident . . . In the world of pop culture, villains disrupt the status quo and challenge the establishment, while living one step ahead of, and better than, the pack."
The movie theme follows a sponsorship announced earlier this month in which Jaguar joined with the British Academy of Film and Television Arts Los Angeles as the official 2013 title sponsor of the BAFTA LA Jaguar Britannia Awards.
The campaign will come with a heavy dose of social media, including the Twitter-based hash tag, #GoodToBeBad.
Jaguar said that its sales have increased 36% in the U.S. year-to-date through October.
Back to Super Bowl 48
Back to Home Page