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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 famed design director Ian Callum is quitting

Jaguar's director of design Ian Callum is officially stepping down. Callum has been with the company for over 20 years, leading numerous important and legendary designs. To name a few, Callum is responsible for recent cars like the Jaguar F-Type, XF and I-Pace. He also designed the C-X75, which was a concept hypercar that Jaguar absolutely should have made. "I have had an incredible career at Jaguar," Callum says. "One of my biggest highlights was creating XF because it represented the beginning of a new era moving Jaguar from tradition to contemporary design — it was a significant turning point in our story." Callum also says he isn't done designing cars — he's even going to continue to act as a consultant for Jaguar after his departure. It's unclear what his main project will be after he leaves in July, but he's left the door open for himself. "I came into this role with a mission to take Jaguar design back to where it deserved to be. It has taken 20 years, but I believe I have achieved what I set out to do. Given the strength of both our products and the design team I feel that now is the right time to move on, both personally and professionally, and explore other design projects," Callum says. In addition to slick sports cars and sultry sedans, Callum is also responsible for leading Jaguar into the era of SUVs and crossovers. He headed up the design for the F-Pace and E-Pace. We found both of those to be some of the better looking crossovers on sale today, so props to Callum for finding and implementing the Jaguar style in the inherently unstylish crossover format. Callum has designed plenty of great cars outside of Jaguar, too. A few examples include the Aston Martin DB7, DB9, Vanquish and Ford Escort Cosworth. Our big question is, what's next for Callum? Whatever car he decides to design is probably going to look the business, so we're excited for any projects he gets involved in after Jaguar. Taking his place at Jaguar is current creative design director Julian Thomson. He's been with the company since 2000, and has previously worked with Ford, Lotus and Volkswagen.

Jaguar F-Pace 300 Sport, 400 Sport create new trims below SVR

Jaguar has introduced two new F-Pace trims in the UK, one of which we expect to make it our way. Dubbed the F-Pace 300 Sport and F-Pace 400 Sport, they also welcome Amazon Alexa integration to the whole F-Pace range. Both Sport trims come standard with gloss black roof rails, privacy glass, and the Black Pack that dresses the badges, bumpers and intakes, sills and greenhouse trim in gloss black. A set of 21-inch wheels is also standard, the Style 5105 design also in gloss black. A 22-inch Style 1020 forged wheel in either gloss black or with satin black inserts or gloss silver with contrasting inserts. Inside, the Sports get Ebony Suedecloth headliners lording over Windsor leather slimline performance seats and Satin Charcoal Ash veneers, plus premium cabin lighting with 30 available colors. The F-Pace 300 Sport is powered by the automaker's Ingenium 3.0-liter six-cylinder diesel mild hybrid with 296 horsepower (300 PS) and 479 pound-feet of torque. This is the one we don't expect to make land in the U.S. The F-Pace 400 Sport would be the one for us, assuming it leaps the Atlantic. The F-Pace Sport models follow the creation of the E-Pace Sport last year, and that trim on the smaller crossover didn't come to America, hence the uncertainty. Back to the matter: The F-Pace Sport 400 is powered by the Ingenium 3.0-liter straight-six gasoline mild hybrid with 395 hp (400 PS) and 406 lb-ft. Prices in the UK start at GBP62,250 ($80,900 U.S.) for the D300 AWD Auto 300 Sport, and GBP68,520 ($89,050 U.S.) for the P400 AWD Auto 400 Sport. The duo add Alexa voice control to their infotainment suites, the ability to request anything online or change the temperature in your second bedroom at home now officially an F-Pace thing. Jaguar says it will add Alexa integration to every F-Pace globally that's fitted with Pivi Pro Infotaiment via an over-the-air update. Wireless Android Auto and Apple CarPlay are now also standard.   Related video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.