Jaguar Reveals ‘Master Plan,’ Makes Vague Reference to New X-Men Movie

By Erik Oster 

Don’t single out Sprint to prove that no brand can successfully run its own in-house ad agency.

Jaguar launched a new spot entitled “Master Plan,” once again relying on its British villains trope.

The brand’s parent company has been moving more and more its creative work to its in-house unit Spark 44, with this newest installment another example. Despite actor Tom Hiddleston‘s declaration at the beginning of the ad that “It’s time for a change,” the creative approach continues the use of hazily-defined British villains introduced with a 2014 Super Bowl spot. In “Master Plan” there’s a vague X-Men reference with Nicholas Hoult stating they’ve “already created a beast.” 

Tom Hooper once again directs the effort, which doesn’t do much to distinguish itself from its predecessors. 

The spot, which introduces the Jaguar XE and F-PACE, launched yesterday.

On Tuesday, the campaign continued with a “dedicated day of digital,” including homepage takeovers of The New York Times, ESPN, YouTube, Spotify, Facebook and Twitter.

Jaguar is also teaming up with “digital influencer” Zach King, who will share 15-second Jaguar XE videos in collaboration with media buyer Mindshare and Spark44. The brand will use promoted posts to spread its “#ReleaseTheCats” hashtag.” Its stated goal of the digital push is 361 million impressions and altogether the campaign is the largest marketing effort in the brand’s history. Jaguar would do well, however, to listen to Hiddleston’s advice as the creative is painfully treading water at this point and it’s clearly “time for a change.”