Jaguar's new film, titled 'Desire', marks the entry of yet another manufacturer into the cinematic world.

These short films, often about 10-15 minutes in length, have all the gloss and sheen – although sometimes not the substance – of multi-million dollar Hollywood blockbusters.

As I sat through the opening credits, I wondered whether what I was about to watch would make the Jaguar brand more interesting, relevant or appealing to me.

After all, that's what one would assume was the point: to promote the brand in a positive light (something Hyundai recently got horribly wrong), as well as pushing it out in front of demographics who may not know or understand the brand in question.

So, cue 15 minutes of glorious tracking shots in stunning desert scenery, some talented actors doing a fine job and – predictably – the very elegant and attractive Jaguar F-type as the centrepiece.

The film, starring Damian Lewis (Homeland, Band of Brothers), Shannyn Sossamon (A Knight's Tale) and Jordi Mollà (Bad Boys II, Knight and Day), tells a story of "betrayal, retribution, passion and greed" in the middle of a lawless desert.