Jaguar ‘British Villains’ Campaign Honored

(MAHWAH, N.J.) – Jaguar North America announced that the ‘British Villains‘ marketing campaign, starring the 2015 F-TYPE Coupe, a two-seat sports car focused on performance, agility and driver involvement, has been honored with Regional AME Platinum and Gold AME Awards for the ‘World’s Best Advertising & Marketing Effectiveness’ in the automotive category.

The 2015 international AME Grand Jury, comprised of interactive and multidisciplinary marketers, planners, and creatives, awarded a total of 25 Gold AME Awards, 25 Silver, 26 Bronze, and 20 Finalist Certificates to entries submitted from 18 countries on five continents. Award-winning campaigns successfully demonstrated groundbreaking solutions to challenging marketing problems.

Jaguar British Villains Campain

The “British Villains” campaign was launched in January 2014 and captured the premise that Brits have long made the best villains in landmark films, combining intelligence with charm, restlessness with calm, and are always confident. The brand and product campaign was created for the launch of the new F-TYPE Coupe, and kicked off with the brand’s first Super Bowl commercial, titled “Rendezvous.”  The spot featured Sir Ben Kingsley, Tom Hiddleston and Mark Strong, and was filmed by Oscar-winning director Tom Hooper.

In collaboration with Jaguar, SPARK44 was responsible for the creative positioning and strategy behind the campaign while Mindshare managed the media communications planning and buying

“It’s a great honor for our ‘British Villains’ campaign to win the AME Platinum and Gold Awards,” said Kim McCullough, Vice President of Marketing, Jaguar Land Rover North America. “Through this campaign, with the F-TYPE Coupe at its heart, Jaguar became part of the contemporary culture and conversation. We’re thrilled to see the work get recognized by the distinguished AME jury.”

As part of the British Villains campaign, Jaguar also hosted a dedicated landing page,, with information about the F-TYPE Coupe, the commercial and some unique video content starring each of the three ‘Rendezvous’ actors. In addition to broadcast, the multi-channel campaign’s Super Bowl efforts included unique outdoor creative throughout New York City, print, digital and consumer activations hosted with a wide array of media partners, and special events in the week leading up to the Super Bowl.

Founded in 1994 and operating internationally from day one, the AME Awards® for advertising and marketing effectiveness honors work that demonstrates ground-breaking solutions to challenging marketing problems. Winning campaigns address a challenge in the marketplace, utilize outstanding creative elements, and incorporate a thorough marketing plan to deliver a successful execution; they exhibit specific marketing goals and objectives accomplished through creative execution and strategic planning.