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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.

2015 Jaguar F-Type V6 S Coupe

My first, ill-fated job in the auto world was at an exotic car dealer in metro Detroit. The job itself sucked, but the cars, they were exceptional. Amidst a sea of Tiptronic Porsche Boxsters, first-gen Mercedes-Benz SLKs and abused second-generation Range Rovers, there were some real gems.
In particular, I have fond memories of a trio of undrivable Jaguar E-Types. Two Series II coupes as well as a Series III convertible (that featured a mostly broken roof) spent the entirety of my brief tenure at the dealership in the back of the musty service garage. I'd make side trips through there just to see the trio of E-Types, which rarely failed to put a big, ridiculous grin on my face.
Since that time in the summer of 2005, there hasn't been a single Jag that's been capable of eliciting the same goofy smile. Not the XFR-S, with its un-aristocratic wing, nor the XKR-S. At the 2013 Los Angeles Auto Show, though, Jaguar introduced this F-Type Coupe. Sure, the droptop model had been around for a bit, but I thought it was the new coupe that most captured the E-Type's classic aesthetic, with a swooping roofline, those gorgeous rear haunches and a long, powerful hood. I had to drive one.

2017 Jaguar XE

You've seen this movie before. Topple the BMW 3 Series has gone more rounds than The Fast and The Furious and The Transporter combined. But like any good cinematic retread, this time it's different. For starters, the latest installment is a zombie flick. Born from the ashes of Ford ownership and the failed X-Type, the 2017 Jaguar XE is coming to save us from the somnambulant, undead Bimmer. Think Army of Darkness with luxury sport sedans, and you'll understand what we're going for. Okay, the plot is only based on a true story. The reality in the automotive world isn't as dramatic as most car journalists would like you to believe. But the XE is hugely important for Jaguar's desire to increase global production. You're looking at the future best-selling model. It's built on an all-new body structure that forms the basis for all the brand's upcoming sedans. The smallest, most affordable Jaguar also launches with a new engine family, built in a new factory in England. The XE arrives stateside in early 2016 with two available engines. A 2.0-liter diesel from the new Ingenium lineup is the entry-level model. Above that is the supercharged 3.0-liter V6 familiar to the Jaguar and Land Rover lineup. A turbo 2.0-liter gas engine will come in below the diesel at a later date, with an optional manual transmission. The XE versions on launch will offer rear- or all-wheel-drive. Pricing information is yet to be revealed. Until then, just assume the XE will mimic its competitors for price and content. We spent most of our time driving the 35t with R-Sport trim, but check back for a driving impression of the diesel in a few days. As we reported in our prototype drive of the XE earlier this year, this car has incredible steering feel. It's the supernatural aid in the XE's monomyth if any film buffs are still paying attention. The electrically assisted system ranks in the hall of fame with the rack on the current Porsche 911 Carrera. Lightly weighted, the loads build up in the steering wheel like it's wired to strain gauges on the sidewall of the front tires. It's not just good programming that makes the XE steer so well, although that's a big part. The rest comes from the chassis. Jaguar engineers claim the double wishbone front suspension uses lessons learned from the F-Type. The rear part of the car's quick responses comes from a multi-link setup Jag calls integrated link. A body 20-percent stiffer than the current XF also contributes to sharp reflexes.