Case Study: British Villians
"Have you ever noticed...?"
It was no small task: introduce the new Jaguar F-TYPE Coupe to the world, on one of the world’s biggest stages: The Super Bowl. So, my team put our collective heads together. The result was a tremendous insight: have you ever noticed that Hollywood casts Brits to play the villains? British villains stir things up. And they do so with such style, wit and panache. This was the perfect metaphor for our new British bad boy: The Jaguar F-TYPE Coupe.
Here's the Director's Cut of the spot:
The Villains Lair
During the airing of the Villains spot, we did something unprecedented. Within a closed lair we termed "The Loop," the agency and media teams monitored all social activity, and reacted and responded in real time to viewers, fans, and even competitors. You can read about it in the Adweek article here.
The Art of Villainy
The story, continued...
The campaign was a lot more than a Super Bowl spot. We included rich digital, social and even retail components. We also answered local U.S. concerns about Jaguar product familiarity with a series of web films produced in London under my direction. The "Art of Villainy" web series maintained the campaign's tone, and focused on key product points. It also let me sneak some Shakespeare into car advertising.