Have you seen the new Jaguar ‘British Villains” ad? I first caught it on YouTube, then they showed it on Top Gear, and more recently I’ve seen it airing in UK cinemas.
I like the ad. It’s distinctive and has a lot of character, which I think has much to do with the actors hired by Jaguar: Ben Kingsley, Mark Strong and Tom Hiddleston. The three actors cover a lots of ground: Kingsley is an Academy Award-winning septuagenarian, Strong is a rising middle aged actor who is known for playing villains, and Hiddleston is a rising star, best known for playing Loki in the Thor superhero films. By covering three generations, Jaguar broadens its potential appeal. The inclusion of Hiddleston encourages individuals in their 20s and 30s to aspire to own a Jaguar, even if they can’t afford one yet.
The high calibre of acting talent associates the Jaguar brand with quality and refinement. It does this while avoiding the pitfall of seeming stuffy. This is because mainstream Hollywood actors give the ad accessibility and a contemporary feel. The ad also utilises humour, which is fairly unusual and thus distinctive for a sports car ad.
The actors and the London setting firmly establish Jaguar’s British provenance. The ad also attempts to associate itself with the kudos of the James Bond movies: a high speed chase involving sports cars, helicopters and planes, the tuxedos, the camp villains. This is Bond association on the sly, as not many viewers will realise that movie Bond has never driven a Jaguar.
The ad is of course very masculine, which makes sense, as most Jaguar drivers are probably men.
The tagline “It’s good to be bad” is fairly clever as well, as it acknowledges that a sport car is a kind of guilty pleasure, a frivolous, un-necessary purchase.
All in all, a decent ad from a brand that has suffered from a lack of a strong brand image.