Watch out, Oreo. Jaguar says it’s gunning to be “the most real-time engaged advertiser” of the Super Bowl this year. MindShare, which managed the communications planning and buying for Jaguar’s first-ever Super Bowl spot, has developed a war room it calls “The Loop,” with multiple screens for monitoring and acting on real-time consumer data.
Jaguar’s Super Bowl ad will star Sir Ben Kingsley, Tom Hiddleston and Mark Strong will star as “British Villains” in the 60-second spot directed by Tom Hooper.
Jaguar teased the ad with this spot called “The Setup” starring Kingsley during the NFL Divisional Playoff games on January 11 and 12.
How can you not want to see more? To date, the video has fewer than 28,000 views on YouTube. A tweet about the spot sent earlier today from Jaguar’s Twitter account links to a different copy of the video on YouTube.
Jaguar says the campaign plays on the notion that Brits have a long legacy of playing great villains and that “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.”
SPARK44, Jaguar’s lead strategic communications partner, handled creative positioning and strategy.
Kingsley said of the campaign in a statement, “Jaguar is truly a beloved British brand and it’s exciting to help them make some noise as they debut in a beloved American event, the Super Bowl. As for being known for playing the roles of renowned villains, I’ll have to ponder that one – I think I’m flattered?!”