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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.

Jaguar's first-ever Super Bowl ad to feature F-Type Coupe

Patrons of this year's Los Angeles Auto Show will be able to get their first glimpse at the new Jaguar F-Type Coupe, but the new hardtop sports car will be shown off to an even greater audience in early February. No, we aren't talking about the Chicago Auto Show - we're referring to the Super Bowl. Jaguar will debut its first-ever Super Bowl ad during the second half of the big game on February 2, 2014, and the sleek new F-Type Coupe will be the star.
According to Jaguar, the ad campaign will pose the question, "Have you ever noticed how in Hollywood movies, all the villains are played by Brits?" And for all you social media mavens out there, Jaguar will launch a specific hashtag to go with this marketing: #GoodToBeBad.
British director Tom Hooper is responsible for the ad, which is being filmed in London. Americans will get their first glimpse at the campaign this weekend in the first spot, called Disruptor, but the big F-Type Coupe spot will not air until Super Bowl XLVIII in February.

Jaguar shows the face of its upcoming XE S sports sedan

Jaguar has a bunch of projects in the hopper, from the replacements for the XJ sedan and XK coupe/convertible to its very first crossover. But arguably the most important among them is the XE - the British automaker's upcoming new sports sedan. Coventry has given us all sorts of peeks at what to expect from the new XE, from a shadowy rendering of the front end to a photo of a camo-wrapped prototype. But this is our best look yet.
As part of an announcement of a planned audio-visual spectacle scheduled to herald the arrival of the XE, Jaguar has released the image you see above, showing the undisguised XE in apparent S specification. From what we can see, it sports a fascia that looks pretty much exactly as we'd expect, though that's no bad thing. The XE is set to introduce the new Ingenium family of 2.0-liter four-cylinder engines. Whether the XE S shown here would carry a version of that (with a potential supercharger) or transplant the 3.0-liter supercharged V6 from the F-Type S remains to be seen, but whatever's under the hood, we'd expect it to hold the top end of the XE range - at least for the car's introduction before a potential R, R-S or SVR version might come along to supplant it.
One way or another, don't be surprised if you see some BMW 3 Series sedans pacing down the street nervously for the next little while. In the meantime, you can scope out all the glorious details of Jaguar's planned collaborations with the likes of Emeli Sandé, Stella McCartney and Idris Elba as part of the FEEL XE campaign in the press release below.