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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.

Weekly Recap: Jaguar takes a leap with price cut, new strategy

Jaguar was one of the famous automotive props and plotlines in the now-iconic drama Mad Men. There's a scene where the show's protagonist, Don Draper, deftly undercuts an influential Jaguar dealer by indicating that get-me-in-the-door local radio spots would be an effective way to sell cars like the slinky E-Type. The British executives think this is folly – Draper knows they will – and his advertising strategy wins out over the dealer's approach to move the metal. Jaguar's not doing that, but half a century later in the real world the company is launching plans to make its cars more attainable to new and younger customers like Millenials. These aren't coupons, but this is a leap for Jaguar, which has long banked on sexy styling and its rich motorsports history to overshadow its past mechanical flaws. Put simply, Jaguar is addressing the reasons why people, especially the younger set, don't buy its cars. The 2017 XE will start at $35,895 when it launches next spring – which makes it an attractive buy for a successful, relatively young person. When it's time to move up, the redesigned XF will be more attainable, coming in at $52,895, which is $5,275 less than the 2015 model. The flagship XJ sedan and the enthusiast-oriented F-Type sports car will also get thousands of dollars worth of added standard features, and Jag is actively pitching them as a better value than their competitors. "The Jaguar brand is on the eve of a major transformation that will see it dramatically increase its presence in the United States luxury marketplace with an expanded lineup, pricing focused on the core of the luxury market, and an all-new ownership package with best-in-class coverage," Joe Eberhardt, CEO of Jaguar Land Rover North America, said in a statement. The brand's quality and reliability dings have also lurked in the back of buyers' minds for decades, though that's an outdated notion. Jaguar placed third in J.D. Power's Initial Quality Study in June and was the top-ranked luxury brand in J.D. Power's Customer Service Index in March. Not content, the company is rolling out an enhanced program called Jaguar EliteCare that launches on 2016 models. It offers a five-year, 60,000-mile limited warranty, the longest among its competitors, with free scheduled maintenance during that period. The plan also covers roadside assistance and connectivity features.

Jaguar creates custom Greatest Hits XJ for Iron Maiden drummer

Manufacturers like Alfa Romeo and Toyota are trotting out Nurburgring-themed special editions like NRING and GRMN, but for Jaguar, it's all about the NWOBHM. That's New Wave of British Heavy Metal, for those who do not start their day with some '80s hair metal turned up to 11. Jaguar is celebrating the venerable XJ sedan's 50 th anniversary this year, and as part of that, the Jaguar Classic Works department in Coventry, England, has built Iron Maiden drummer Nicko McBrain's perfect Series III XJ. The custom car, nicknamed "Greatest Hits," is the product of over 3,500 work hours and 4,000 redone parts. The Series III is, for some, the ultimate development of the first XJ body style, and McBrain's car is his third Series III. It's in most respects a restomod, as the front and rear bumpers, headlights, wheels, infotainment and other details have been modernized; the interior features rock-inspired custom touches like the guitar amplifier-style rotary knobs on the dashboard. The speakers of the 1,100-watt audio system are from the 2012 model year Jaguar XF, as those are what McBrain prefers. The steering wheel logo is a combination of the Iron Maiden mascot, "Eddie," and the Jaguar "Growler" logo. The Jaguar leaper mascot on the hood is from McBrain's first Jaguar XJ6; the paint is a special deep purple, and the interior has been retrimmed with Pimento red leather. But it's not just the appearance of the "Greatest Hits" XJ that has been massaged, as the 4.2-liter straight six of the 1984 XJ6 has been upgraded with three E-type SU carburetors. It also has a custom exhaust with quad tailpipes. There have been nine XJ series so far, and the 10th version is expected to arrive sometime next year. There are persistent rumors that it might eschew internal combustion completely, facing a reinvention as an electric sedan instead. Related Video: Featured Gallery Iron Maiden Jaguar XJ "Greatest Hits" View 13 Photos Image Credit: Jaguar Aftermarket Geneva Motor Show Jaguar Luxury Classics Sedan 2018 Geneva Motor Show