Jaguar ‘Desire’ Movie Fronts UK Sundance Sponsorship

Jaguar has premiered its own brand-created movie, Desire, on Facebook as the core element of its Sundance London activation.


The 12-minute film, which is also now running across Jaguar’s other digital platforms, will also be screened by Jaguar at the O2 as part of the Sundance London film festival.


The short movie, starring Homeland and Band Of Brother’s lead Damian Lewis, is the fulcrum around which its Sundance sponsorship and new F-Type two-seater model launch campaign is built.



The initial pre-launch phase of the activation revolved around social media. Developed with agency We Are Social, a number of Desire trailers were rolled out online across YouTube and Facebook.



These were also supported with ‘Making Of’ films which focused on director Adam Smith and the crew on location (such as this clip in Chile’s Atacama Desert) as they bring the film to life.



The campaign encouraged participants to share daily updates from the brand’s Facebook page – including ‘desired items’ that the agency identified as ‘influencers’ in the fashion and lifestyle sectors.


Desire, which has echoes of eight movie BMW ‘The Hire’ series led by Clive Owen back in 2001/2, prominently features the F-Type (Jaguar’s first two-seater vehicle since its iconic E-Type in the 1960s).


The movie was created by Brooklyn Brothers and Ridley Scott Associates and features a song written and produced by Lana Del Ray (who’s music video subtly features the car in its closing shot).



Additional traditional and digital campaign strands promoting promote the new two-seater will roll out after the festival (which runs from 25 to 28 April).


These will include TV ads that include interaction via mobile app Shazam, plus activities using AR.




Both trailers and the full film have thus far racked up 100,000–plus YouTube views to date, but huge numbers aren’t necessarily the objectives when targeted niche elite segments.


Jaguar’s objective for its sponsorship of Sundance London is to engage with ‘enlightened elites’ through its digital activation and at the screenings themselves.


Laura Wood, a partner at Brooklyn Brothers, said that the car brand and its partners carried out to plan the F-Type launch which identified Sundance’s core audience as an ‘enlightened elite that has film as one of their passion points’.


The partnership is part of the car brand’s wider strategy of building its appeal to more youthful demographic groups and more specifically its aim of positioning the F-Type range as a premium purchase for young affluent audiences.


Jaguar is the Presenting Partner of Sundance London, which is also supported by lead partner Sundance Channel Global, supporting partners include The Langham and Nokia, the media partners are Empire, Fade to Black and Time Out, while the official providers include ASCAP, Cineworld at The O2, Dolby and Gibson.


2013 sees the second Sundance London host the international and UK premieres of American independent films from the 2013 Sundance Film Festival in Park City, Utah (selected by the Sundance Institute), plus live music performances (including British Sea Power), panels and events.


The Sundance London film and music festival is a partnership between Robert Redford, Sundance Enterprises, Sundance Institute and AEG Europe.




Jaguar ‘Desire’ Film Trailer YouTube



Jaguar Desire Film F-Type Website



Jaguar Website



Sundance Film Festival London Website



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BMW The Hire YouTube



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