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Evil Brits star in Jaguar's first-ever Super Bowl commercial

Chrysler's Imported from Detroit commercial from Super Bowl XLV is one of the most powerful car commercials in recent memory, and Jaguar is taking a similar approach - albeit with a more villainous spin - for its first-ever Super Bowl spot titled Rendezvous. While Chrysler and Eminem focused on hometown cheerleading, Jaguar is using its $8 million (the going rate for a 60-second commercial in this year's game) to play up the Hollywood tradition of typecasting a Brit as the bad guy.
In the spot highlighting the all-new F-Type Coupe, Jaguar looked to director Tom Hooper (the man behind movies like The King's Speech and 2012's Les Misérables), who filmed on location in London with British bad guy actors Mark Strong, Ben Kingsley and Tom Hiddleston. As the commercial implies, Brits make perfect bad guys with their style, sound and power, which are all traits evident in the F-Type.
The commercial will air in the fourth quarter of this Sunday's game, but you can watch it now in the video posted below. Jaguar has also included a press release as well as a second behind-the-scenes video showing how the ad was made.

2015 Jaguar F-Type V6 S Coupe

My first, ill-fated job in the auto world was at an exotic car dealer in metro Detroit. The job itself sucked, but the cars, they were exceptional. Amidst a sea of Tiptronic Porsche Boxsters, first-gen Mercedes-Benz SLKs and abused second-generation Range Rovers, there were some real gems.
In particular, I have fond memories of a trio of undrivable Jaguar E-Types. Two Series II coupes as well as a Series III convertible (that featured a mostly broken roof) spent the entirety of my brief tenure at the dealership in the back of the musty service garage. I'd make side trips through there just to see the trio of E-Types, which rarely failed to put a big, ridiculous grin on my face.
Since that time in the summer of 2005, there hasn't been a single Jag that's been capable of eliciting the same goofy smile. Not the XFR-S, with its un-aristocratic wing, nor the XKR-S. At the 2013 Los Angeles Auto Show, though, Jaguar introduced this F-Type Coupe. Sure, the droptop model had been around for a bit, but I thought it was the new coupe that most captured the E-Type's classic aesthetic, with a swooping roofline, those gorgeous rear haunches and a long, powerful hood. I had to drive one.

Jaguar testing hardcore F-Type R-S GT?

Some automakers make a hardcore model, then sit back and revel in its awesomeness. Jaguar does things a little differently. It takes a standard production model, gives it more power, bigger brakes and a tighter suspension and slaps the letter R on it. Then it gives it even more power, even bigger brakes and an even tighter suspension and calls it an R-S. Sometimes the engineers in Coventry don't even think that's enough, so they strip out some weight and dial things up even further and call it an R-S GT.
So far, they've only gone that far with the XK (transformed first into the XKR, then the XKR-S, and finally the XKR-S GT), but with that model on its way out, Jaguar seems to be preparing to give the newer F-Type a similar treatment. Now we can't be sure that what we're looking at is an F-Type R-S GT, especially since the 550-horsepower engine from the XKR-S and XFR-S is already powering the existing F-Type R Coupe, but it does seem to have all the makings of a hardcore performance model.
Compared to the existing F-Type, the development model pictured here has a bigger front splitter (like the one on the Project 7 concept), a big rear wing and a set of what looks like pretty big lightweight alloys. It's also, tellingly, a roadster, which (unlike the coupe) has until now topped out at 500hp with the V8 S model. So while it may be hard to say exactly just what Jaguar has in store for us here (or what they'll call it), one thing's for sure: it's gonna be fast and loud.