Jaguar has produced a special Super Bowl commercial to promote its new Jaguar F-Type Coupe, according to a press release.
The new model will be showcased at the 2013 Los Angeles Auto Show and Tokyo Motor Show this month.
In a first for the company, Jaguar will broadcast a new commercial for the coupe during the second half of Super Bowl XLVIII. Themed "British Villains," the F-Type Coupe's advertising campaign will feature popular British actors and is being directed by Tom Hooper. The Oscar-winning British film and television director said he enjoyed his work on the 30-second Super Bowl spot.
"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," Hooper said in the press release.
The advertising campaign will explore the British Villains theme by playing off the idea that British actors often make the best villains in movies, "combining intelligence with charm, restlessness with calm, and always confident," according to the press release.
The British Villains campaign asks the question, "Have you ever noticed how in Hollywood movies, all the villains are played by Brits?" The theme can also spread on social media with the unique hashtag, #GoodToBeBad.
"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," Jeff Curry, brand vice president of Jaguar North America said.
Jaguar released a new commercial spot at a news conference on Thursday in London. Called "Disruptor," the spot will air Sunday during the 2013 British Academy of Film and Television Arts Los Angeles Jaguar Britannia Awards on BBC AMERICA. It will also be broadcast during NFL games.
The coupe will be released in the U.S. in the spring, USA TODAY reported, calling the new model "evocative of both the classic 1960s E-Type coupe and Jaguar's more recent C-X16 concept car."
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