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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 F-Pace will debut in Frankfurt

Jaguar makes sports cars and it makes luxury sedans, but it is set to expand into new territory altogether at the Frankfurt Motor Show this coming September. That's where and when it will reveal the F-Pace, Jaguar's very first crossover, and the production version of the C-X17 concept pictured here. Developed with critical input from sister-company Land Rover, the Jaguar F-Pace is being billed as a "sports crossover," with a more on-road focus than the SUVs of its off-road counterpart. Expect a range of engines to draw principally off of the new Ingenium family of four-cylinder gasoline and diesel powerplants, capped by Jag's signature supercharged V6 – just like the new XE sedan with which it will share much of its underpinnings. We can always hope, though, for an even more potent SVR version to follow with the JLR's sensational 5.0-liter supercharged V8. The Frankfurt reveal will mark two years since the C-X17 concept was first presented at the same show in 2013. Its arrival, coupled to that of the aforementioned XE, promise to push Jaguar's global output up from around 80,000 units last year to more than 200,000 once both models hit their stride.

Is Jaguar's 3 Series-fighter the brand's last chance?

The upcoming line of compact 3 Series-fighters from Jaguar, often referred to as the Jaguar XS, could consist of a sedan, wagon and possibly a coupe and GT model (think BMW 5 Series GT). The car's all-aluminum architecture also will provide the basis for two new sports utility vehicles. Just how important is the much-touted "baby Jag" project to parent company Jaguar Land Rover? A JLR executive reportedly says the brand's survival is directly linked to the success of the XS, codenamed X760, Autocar reports.
The brand's survival is directly linked to the success of the XS.
"If the X760 fails, it will probably be the end for the [Jaguar] brand," the executive says. But Adrian Hallmark, Jaguar's global brand director, claims Jaguar will "build the most advanced, most efficient, most refined car in that [compact luxury sedan] segment. Not almost as good as, but better than the best in the world."