Jaguar’s latest “British Villains” ad sees the brand new F-Pace SUV and Stephen Hawking as the main protagonists.
If Aston Martin has become the quintessential choice of good in pop culture, then Jaguar’s rogue but calm, composed looks were reserved for the “bad guys”; at least that’s what the latter wants us to believe since 2014, but is it that good to be bad?
Apparently yes, as even one of the greatest physicists decided to play ball with Jag’s outlaw persona – and we all know that being the outcast (or the underdog) turns out to actually be the good thing. Apparently, Tom Hooper – the man who directed the original ad – was in charge for this project as well, introducing the new “British Intelligence” theme to the campaign.
The commercial starts with actor Luke Alan Gale driving the F-Pace, heading to meet his sovereign in a modernist “lair” As it turns out, the mastermind is Hawking himself, who was keen to acknowledge the F-Pace for “mastering the laws of gravity” – making a remark to the SUV’s Largest 360-Degree Loop World Record (such a diabolical plan).
“You all know me as Professor Stephen Hawking, the physicist wrestling with the great concepts of time and space. But there is another side to me that you may not know: Stephen Hawking the actor. I have always wanted to be in a movie playing the part of a typical British villain. And now, thanks to Jaguar my wish has come true. I am proud to present the premiere of the launch commercial for Jaguar’s first performance SUV, the new Jaguar F-PACE”, said Stephen Hawking.