Jaguar Land Rover signs for iconic Super Bowl advert
Jaguar Land Rover is aiming to conquer Hollywood after signing a deal with a top agent and taking its first advert during American football's iconic Super Bowl in February.
A slot during the Super Bowl is guaranteed to be seen by billions of TV viewers around the world and it underlines how JLR is gearing up for a major global marketing campaign.
The West Midlands-based luxury carmaker has signed a deal with ICM Partners, a talent agency in Los Angeles, to help boost its exposure in America through the entertainment and sports worlds.
The deal is for 'branded entertainment', which will see ICM looking to secure product placement deals for JLR's cars in TV shows and movies, as well as other entertainment tie-ups.
Stuart Schorr, vice president of communications for Jaguar Land Rover North America, said: "As both Jaguar and Land Rover are increasing in global popularity, it was the right time for the brands to more formally engage the entertainment industry through a widely respected and savvy business partner such as ICM."
The marketing drive is likely to be linked with the upcoming launch of Jaguar's new smaller saloon in 2015, which will be powered by the new engines set to be coming off the production line at its i54 factory in Wolverhampton. As well as the new Jaguar, it has launched a string of new models, including its flagship Range Rover, helping it sell nearly 200,000 cars in the last six months.
Meanwhile, Jaguar has launched a new advertising campaign in the US on the theme of British villains to support the launch of the F-Type Coupe.
This will include the car company's first ever TV ad made specifically to run on the Fox channel during the second half of the Super Bowl, on February 2. The ad campaign will promote the idea that British characters make convincing and entertaining villains in landmark films 'combining intelligence with charm; restlessness with calm; and always exuding confidence'.
Jeff Curry, brand vice president for Jaguar North America, said: "The Super Bowl is a perfect advertising platform for Jaguar given our new products, fast growing sales in the US and the renewed interest in British cultural icons."
He added: "The campaign signals that the F-Type Coupe is the new British bad boy in the segment."
