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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 Land Rover to cut thousands of UK jobs

LONDON — Britain's biggest carmaker Jaguar Land Rover (JLR) is set to cut thousands of jobs as the company faces lower demand in China and a slump in sales of diesel cars in Europe. The central English firm builds a higher proportion of its cars in Britain than any other major or medium-sized carmaker and has also spent millions of pounds preparing for Brexit, in case there are tariffs or customs checks. Britain's business minister Greg Clark said on Thursday it is clear why a no-deal Brexit would add to the problems with further costs and disruption. JLR lost 354 million pounds ($450 million) between April and September 2018 and had already cut around 1,000 roles in Britain, shut its Solihull plant for two weeks and announced a three-day week at its Castle Bromwich site. Its Chief Executive Ralf Speth warned in September that the wrong Brexit deal could cost tens of thousands of car jobs and posed a threat to production at the automaker. The Tata Motors-owned company, which employs around 40,000 people in Britain and has boosted its workforce at new plants in China and Slovakia in recent years, unveiled plans to cut costs and improve cash flows by 2.5 billion pounds last year including "reducing employment costs and employment levels." Those cuts will be "substantial" and run into the thousands, the source told Reuters. "The announcement on job losses will be substantial, affecting managerial, research, sales, design," said the source, who spoke on condition of anonymity, not affecting production-line staff "at this stage." The company declined to comment when contacted by Reuters on Thursday. Ford also said on Thursday it will cut thousands of jobs in Europe, exit unprofitable markets and discontinue loss-making vehicle lines as part of a turnaround effort aimed at improving profit margins in the region. Brexit warnings JLR, which became Britain's biggest carmaker in 2016, had been on course to build around 1 million vehicles by the turn of the decade, reported on Thursday a 4.6 percent drop in full-year sales to just under 600,000 vehicles. Demand in China, which had once been one of its strongest countries but has since been hit by a slowdown, fell by 21.6 percent, the biggest drop of any of its markets. "The economic slowdown in China along with ongoing trade tensions is continuing to influence consumer confidence," said Jaguar Land Rover Chief Commercial Officer Felix Brautigam.

Harry bravely drives Jaguar XJ-S V12 1,000 miles to Monaco

There are a great many cars we'd like to take on a transcontinental journey – especially across Europe. And a good portion of them would probably be grand tourers with twelve-cylinder engines. We're just not sure we'd be as brave as Harry Metcalfe, who drove his 1980 Jaguar XJ-S V12 from his home in the UK all the way down to Monaco. Don't get us wrong, the XJ-S looks like a rather comfortable ride, and with the V12 is surely both smooth and powerful. It's just that Jags didn't have the best reputation for reliability back then, and we'd have been at least a little worried that we wouldn't make it all the way across France on this trip. Nor are we sure we would have wanted to without air conditioning. The model in question, as you'll find out if you watch the video, is an early 1980 example, produced just before Jaguar updated the line with the High-Efficiency versions. As such, it's got a bit more power and shorter gearing than later models. The XJS (as it would later be labeled) would undergo a number of updates over the following years, and would stay on the market until 1996 when the XK came along to relieve it. By Harry's reckoning, his early XJ-S was every bit as good as the Porsche 928 and other front-engined GTs of the era, and would have been more fondly remembered if it hadn't had to live in the shadow of the E-Type that came before. You'll want to watch the 17-minute video of the journey, undertaken for a cover story to appear in the September issue of Octane, to see for yourself. Related Video: