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Nicholas Hoult Gets Evil for Jaguar

Villains campaign also stars Tom Hiddleston, Ben Kingsley and Mark Strong

Nicholas Hoult has joined Tom Hiddleston, Ben Kingsley and Mark Strong in Jaguar’s villain-themed ad campaign to promote the automaker’s new models.

Hoult, who was recently seen as Beast in “X-Men: Days of Future Past” and has “Mad Max: Fury Road” upcoming, stars in Jaguar’s new cinematic “British Intelligence” campaign that serves as a continuation of the carmaker’s “British Villains” ads, directed by Tom Hooper (“The King’s Speech”), that debuted during the Super Bowl.

In the previous ads, Hiddleston, Kingsley and Strong are shown heading toward a mansion that serves as their supervillain lair. The new ads with Hoult take viewers into the mansion’s innovation lab, where Hoult, the brains behind the supervillain’s operation, showcases the technology behind the carmaker’s vehicles.

“A villain is only as good as the technology at his fingertips,” Hoult’s character says in the 30-second spot, adding “Just like in the movies, behind every cunning plan there is a brilliant mind.”

“In casting Hoult, a young, good-looking and charismatic actor with just the right amount of eccentric British charm, we found our boy genius,” said Matt Page, creative director, Spark44, the agency behind the campaign that Hooper returned to direct. “He plays the role of the Villain’s behind-the-scenes technology wiz, providing his bosses with the right equipment for their mission, Jaguar cars, and in doing so, he wittily describes the innovation and technology that makes our cars feel so alive.”

The campaign, which launched today, features Jaguar’s full line of models, including the F-Type, XJ, XF, and the recently revealed XE, which goes on sale in the U.S. in 2016. The global campaign started airing first in the U.S.

“Jaguar’s British challenger brand strategy and our evolving model line-up continue to elevate us in the luxury category and introduce us to a new generation of buyers,” said Phil Popham, group marketing director, Jaguar Land Rover. “With British Intelligence, we’re evolving the ‘British Villains’ theme to now showcase the breadth and quality of Jaguar’s lineup, and the innovative technology and leading-edge craftsmanship behind each model.”

In addition to the TV spot, Hoult will also appear in a 90-second digital film and three webisodes that illustrate the testing Jaguar puts into its cars. The films will stream on a micrososite on Jaguar’s website, while the “British Intelligence” campaign also will appear on Jaguar’s “Why Jaguar” microsite on JaguarUSA.com.

“Why Jaguar” was launched to strengthen consumer perceptions and reveal key stories that support the brand’s message of quality, dependability, reliability, performance, innovation and design. Site will also be a home for reviews from Jaguar owners, enabling them to rate their vehicles as owner reviews have a powerful influence in the shopping process and are one of the top sources shoppers go to in making their purchase decision, Jaguar said.

Additional videos on YouTube feature Hoult deeper in the lab’s cave to further talk about the technology found in Jaguar’s cars, and another in the lair’s crash test facility.


Jaguar also plans to launch an augmented reality experience, via Blippar, to view video content when looking at ads in the December issue of Vanity Fair, with Conde Nast producing other custom content for the automaker to appear in its GQ, Traveler and Wired magazine websites. Complex and Thrillist also are on board to promote the campaign.

Meanwhile, Wired also will produce a “British Intelligence” themed pop up shop.

Separately, Jaguar is the exclusive automotive partner of SoundCloud, with ads for the new “British Intelligence” campaign that launched Oct. 6.

Campaign also include integrations in an episode of Esquire Network’s “Car Matchmaker,” airing Nov. 18. Show, hosted by Spike Feresten, helps buyers choose the car best suited for them. In the episode, Umami Burger founder Adam Fleischman will test drive three Jaguar vehicles.

The Mill produced the marketing effort’s computer-generated effects, while Mindshare handled Jaguar’s media buying.

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