Jaguar advertising has been on a roll lately, with the whole “British villains drive Jags” thing resonating well with the brand’s outsider industry position and its really seductive lineup. The firm’s most recent commercial, however, may well just best them all, with a treasure trove of intelligently sinister references, as nicely as a confident swagger befitting a brand on the rise.
Mixing elements from the villainous series of spots, this newest ad, dubbed “British Intel,” sees a dashing young man entering what looks like an evil mastermind’s underground lair. The clever references start quickly: The man’s character is based on Q, James Bond’s MI6 tech guru, only he’s appropriately evil his turns of phrase mimic these of Q’s, but come across in decidedly unheroic terms. He outlines Jag’s signature features making use of an appropriately sinister holographic interface from a London Underground tube service bay. (Q’s laboratory has been located in a similar Underground location in some Bond films.)
“Every mastermind demands a button that wreaks havoc,” our sneaky presenter says prior to an engine starter button materializes and a wicked exhaust note cracks. This is followed by: ”If you need to get away at light speed, you can’t beat an aluminum chassis,” and “With power like this comes fantastic chance.” At this point, we are provided a glimpse of the new XE sedan just before the presenter throws a sheet back over it prior to adding, “Not yet, my pretty one.”
It is a fantastic and entertaining spot that communicates most of what sets Jaguar apart from the usual luxury brands. The spot ends with evil Q accelerating down an empty London Underground tunnel in an F-variety R coupe and exclaiming, “Oh yes, there’s a technique to our madness.” Fans of British obscurities will get pleasure from that closing shot, considering that the Jaguar drives through London’s closed-down Aldwych Tube station, which marks the end of a one-stop, dead-end Underground line beneath Westminster. For the duration of World War II, the station and its attendant tunnels and anterooms had been used to retailer valuables from the British Museum. Later, one of its 2 platforms was closed and the tracks removed, creating it an ideal place from which to orchestrate a dark plot . . . or film this Jaguar commercial:
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Jaguar Commercial Employs Evil MI6 “Q” Character, Underground Lair, Holograms to Fantastic Impact
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