Here's A Taste Of What Jaguar's First Ever Super Bowl Campaign Will Look Like
The luxury car manufacturer
The campaign will play up both Jaguar's suave British heritage and its status as a challenger to incumbent luxury brands like Porsche and Mercedes-Benz in support of its new F-Type Coupe, which will debut at auto shows later this month.
In a 30-second ad Jaguar will begin airing during NFL games starting this weekend, the company teases its upcoming Super Bowl campaign by having a traditional car commercial cut out to a black screen with a blurred face, who asks whether the audience has noticed that the best Hollywood villains are always British.
The teaser spot flashes quick, blurry shots of a football and the Union Jack to hint at the upcoming Super Bowl debut and introduces the hashtag #GoodToBeBad, which will be used to position Jaguar as a rebellious, sophisticated outsider attacking the status quo.
Jaguar said the campaign will also include several well-known British actors, but has remained hush on the specific talent it will use, save for the director Tom Hooper of "The King's Speech" fame.
Though some brands, including Subway and Century 21, have flinched at the $4 million price tag for a 30-second spot in this year's game, Jaguar sees its campaign as a worthwhile investment in continuing its penetration of the U.S. market. Jaguar says it has increased U.S. sales by 36% year-to-date through October, the highest such growth rate of any auto maker.
"The Super Bowl is a perfect
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