Ian Armstrong, global head of advertising at Jaguar Land Rover and co-head judge of the World Media Awards 2017, explains how the car manufacturer put two famous brands back on the map.
It was a bold choice. Faced with the dilemma of how to interrupt the 2014 Super Bowl, America’s famous annual sporting jamboree, luxury British car marque Jaguar summoned three of the UK’s most recognisable actors for 60-seconds of fabulously camp and wickedly witty fun.
The ad, named ‘Rendezvous’, featured Tom Hiddleston, Ben Kingsley and Mark Strong prowling in tuxedos and revelling in the Hollywood cliché of British movie bad-guys, all in promotion of Jaguar’s latest F-Type model release.
With an estimated media cost of $8m for the single spot alone, plus production and talent expenses, it represented a major investment – albeit one maximised through use of media agency Mindshare’s The Loop social media ‘war room’. After a night of fame for the brand’s ‘#goodtobebad’ hashtag, had it all been worth it? READ THE FULL INTERVIEW