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Jaguar releases Desire short film starring F-Type and Damian Lewis

After stoking the hype with a theatrical-style trailer, Jaguar has finally released the full-length version of its mini-movie, Desire, to help kick off the new 2014 Jaguar F-Type. Starring Homeland actor Damian Lewis across from the lovely Shannyn Sossamon, the film has been turned loose on YouTube after an initial debut at the Sundance London film and music festival.
Shot in Chile's rather breathtaking Atacama Desert, Desire is described by the producers as being "A story of betrayal, retribution, passion and greed." Lewis plays the lead role of Clark, a high-end car delivery guy (great work if you can get it), who runs into an unexpected, sexy mystery when shuttling the lovely F-Type to the middle of nowhere. Who could have guessed?
We won't spoil any of the not-exactly-serious 13-minute plot for you; scroll down below to see for yourself if the theatrical pomp and circumstance is worthy of Jag's newest roadster.

Jaguar flagship J-Pace crossover due in 2021

We've been talking about a Jaguar J-Pace crossover for four years. In 2016, the large luxury SUV version of the XJ sedan was expected to arrive this year and challenge the Audi Q8, BMW X7, and Mercedes GLS. More recent information from Autocar put the J-Pace's length at roughly 4.9 meters (193 inches), putting the English offering in a bracket with the Mercedes-Benz GLE and the Porsche Cayenne. Dynamics will be the priority, with the J-Pace intended to "beat the Porsche Cayenne at its own game." The Jaguar will supposedly do this with a novel hybrid powertrain arrangement on the launch vehicle. The new Ingenium turbocharged inline-six, expected to be the "mainstream" engine, will turn the front wheels, the rear axle turned by an electric motor. That setup will provide more interior room thanks to the lack of a center tunnel, as well as finer control of torque to the rear wheels for better bad-weather and soft-roading character. Autocar said electric and four-cylinder versions were possible although not confirmed. The magazine said traditional gasoline and diesel versions without the electric motor out back would likely come only in two-wheel drive. However, not only is the phrase "front-wheel drive Jaguar" a terrifically un-sexy string of words, but the Modular Longitudinal Architecture (MLA) platform has supposedly been developed for rear-wheel- and all-wheel-drive cars. The Premium Transverse Architecture (PTA), an evolution of the aged D8 platform, supports the Range Rover Evoque, but all JLR products are planned to migrate to the MLA by 2025. The MLA will come in high-rise, mid-height, and low-rise versions. Products like the coming Range Rover and Defender will utilize the high-rise version. The J-Pace will use the mid-height MLA, along with the rumored Road Rover. The Jaguar F-Pace and Range Rover Velar take the low-rise PLA. These tiers would put a J-Pace roofline beneath the six-foot-two-inch-tall Range Rover and make for a sleeker appearance. Autocar also says that the J-Pace will have more luggage capacity than the Range Rover, quite the trick since the Jaguar won't be as tall and will be around six inches shorter. If it arrives in 2021, the shape could define the next stage in Jaguar design; the next-generation F-Pace has been predicted for 2022, so it could fall into line established by the big brother.

Jaguar takes bite out of Mercedes' Magic Body Control chicken ad

We were quite impressed by Mercedes-Benz when it aired its Magic Body Control commercial, starring a group suitably funky chickens demonstrating their ability to jive to Diana Ross and the Supremes. Now, Jaguar has taken the opportunity to poke some fun at its German rival, releasing its own take on the Magic Body Control spot, and um, there's a big cat involved.
You'll really want to take a look at this video, which is just another sign that in terms of clever ads, Jaguar is doing quite well. We aren't sure if "Jaguar vs. Chicken" will make it onto TV any time soon, but it's still fun to see the British brand take the mickey out of Mercedes - it's rare to see automakers go after each other so bluntly in their marketing efforts. Scroll down to watch the video (we've also included a bonus video, Jag's recent "Cat In A Box" spot).