Coup for the Jaguar Coupe as it captures US Super Bowl viewers

The 60-second advert stars Sir Ben Kingsley, Tom Hiddleston and Mark Strong and was filmed by Oscar-winning British director, Tom Hooper, in London.

Jeff Curry, brand vice president, Jaguar North America, said: “Launching the F-Type Coupe campaign with a Super Bowl advertisement gave us a huge platform to share our vision of British sophistication and charm to our target audience, and introduce America to the modern Jaguar brand and the all-new F-Type Coupe.”

Jaguar said that since the ‘British Villains’ campaign announcement in November and through the evening of the Super Bowl airing of the advert, it saw “extraordinary increases” in traffic to JaguarUSA.com and social chan- nels.

Sam Burgess, managing director at brand consultancy Leeds-based Morgan Agency, told the Yorkshire Post: “It is as much a statement of intent of what they want to achieve in the American market as the return on investment on the actual ad spot.”

According to the Washington Post, the average cost of a 30-second ad at Super Bowl XLVIII was about $4m, broadly the same as last year.

Laura Kynaston, managing director at Leeds-based brand consultancy Propaganda, said: “This equates to $133,000 per second and a price only the top brands can afford.

“As such, all-American favourites such as Coca-Cola, Chevrolet and Budweiser were all vying for the top spot.

“However, the trend in recent years has seen far higher importance attached to a more low-spend/high-impact element – with brands such as Doritos this year and Oreo last year out-thinking, rather than out spending competitors,” she added.

“Doritos came up with a neat trick to supplement their traditional advertising, with a ‘Doritos Triangle’ appearing in a section of the Denver crowd,” she said.

Biscuit brand Oreo capitalised on this approach with its ‘you can still dunk in the dark’ tweet during the blackout at last year’s game, which was re-tweeted 16,000 times, Ms Kynaston said.