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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 could still revive XK as luxury grand tourer

With the F-Type taking the lion's – or Jaguar's – share of attention lately, it would be all too easy to forget all about a Jag once known as the XK. But it existed, and it could once again. First introduced in 1996 as the XK8 to replace the old XJS, the XK survived for two generations. It was available as a 2+2 coupe or convertible and was powered by Jaguar's signature AJ-V8 engine. By the time it was discontinued just this past summer, the ultimate XKR-S packed as much as 542 horsepower. But though it had two more seats, the XK was rendered largely obsolete by the arrival of the nimbler, newer and arguably more stylish F-Type. According to Autocar, however, the XK could be reinstated with a more GT-like approach. The XK as we've known it, said Jaguar's Ross Varney to the British weekly, "straddled the GT and sports car segment, with more of an emphasis on the GT side but probably not enough." Varney was in charge of the F-Type project and was also responsible for a new project to replace the XK until it was shut down earlier this year. "We have plans to do lots more with the F-Type," said Varney, "but there will still be other areas we want to cover. We need to find the right way to deliver on them, and the XK could be one way of doing that." What Varney is saying, essentially, is that while the XK project may not be moving forward just yet, it could be revived in the near future. If it did, we'd be looking at a more accommodating and luxurious grand tourer, different from the F-Type that's more of a focused sports car. Think of it, then, as more of a Bentley Continental GT, but probably less expensive - or put another way, if the F-Type is a junior Aston Martin V8 Vantage, the new XK would be a (relatively) more accessible DB9. The intel sounds similar to what we heard when the most recent XK was being put out to pasture, but tells us that hope is still alive for those interested in a two-door Jag with room for the kids in the back.

Jaguar Land Rover to skip 2016 Detroit Auto Show

Jaguar Land Rover won't attend the 2016 Detroit Auto Show in January because the automaker will shift its focus to other international shows instead, the company confirmed to Autoblog. "Following a review of our global consumer engagement program, the decision has been made not to exhibit at the Detroit show in 2016," said a company spokesperson told Autoblog. The story was first reported by Automotive News. JLR will continue to attend other US auto shows in Chicago, New York, and Los Angeles; plus those abroad in Geneva, Frankfurt, Paris, Beijing, and Shanghai. "We recognize that the Detroit show is a world-class Tier 1 auto show, however, we have had to make this decision to sharpen our focus as indicated," the spokesperson said. Detroit Auto Show PR Manager Max Muncey told Autoblog that the organizers already knew JLR wouldn't be there. "We are in discussions with other automakers to fill that spot," he said about using the open space. The show expects 70 percent of the floor plan in 2016 to be different from last year. The automaker used the 2015 Detroit Auto Show to announce diesel versions for several models, and it revealed the name for the Jaguar F-Pace there. JLR reportedly now has a plan to cut the equivalent of $6.8 billion in costs without firing workers and increase production to a million annual deliveries by the end of the decade. Related Video: