When the Miami Dolphins aren’t playing, the best part of the Super Bowl is unarguably the commercials. These ads occupy prime television real estate, with 30 seconds of airtime during this year’s big game costing around $4 million. Therefore, companies are sure to pull out all the stops to come up with eye-catching pieces to ensure the 100-million-strong audience pays attention. Two ads to look out for during Super Bowl XLVIII? Jaguar and Audi.
The 60-second spot will feature three British actors famed for portraying villains: Tom Hiddleston, Ben Kingsley, and Mark Strong. The dastardly roles of the actors inspire the theme for the commercial and for a six-month campaign that will follow it: “Good to be bad.” According to Jeff Curry, Brand Vice President for Jaguar North America, the campaign is rooted in the Jaguar identity “of a modern British challenger brand,” offering buyers of luxury cars an alternative to brands such as Mercedes-Benz.
Curry explains that, just as “Hollywood often casts Brits to play the villains, the ones who disrupt the story line,” the new F-Type Coupe is meant to disrupt the sports-car status quo. Jaguar does not want to be perceived as an evil, destructive villain, he added, but rather like a British villain in film or television: “stylish, calm, calculating, smart; there’s a cool factor to them, and people like them.”
Meet the newest British villain, the Jaguar F-TYPE Coupe:
Audi’s Super Bowl commercial shows what a disaster it can be when people compromise. In the ad, a Chihuahua and a Doberman are mated together when a couple can’t decide which breed to buy. The disastrous outcome is a Doberhuahua, a dog with Chihuahua’s body with a giant Doberman’s head. Eventually the Doberhuahuas overrun the entire city, even attacking Sarah McLachlan and her guitar in the process. “Compromise scares us too” is Audi’s caption. They emphasize that the new Audi A3 small sedan is designed “without compromise.” Good thing!
Meet a true pure breed, the Audi A3:
Lessons from this year’s Super Bowl? Its #GoodToBeBad,as long as you don’t compromise.