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.
Was the film enjoyable? Certainly. Was it well presented? Undoubtably. Does it make the Jaguar F-Type more desirable to me? Yes. Was I impressed by the quality of the production? Of course.
Do I respect Jaguar more, or appreciate its brand in a new way? Well, no. I admire the company, for sure, for going out on a limb and trying something like this. It's not easy to get right. Desire falls foul, however, where many others similarly stumble.
The car, which should simply exist as a mode of transport through the story, and as a focal piece, suddenly and awkwardly gets dragged into the limelight. How? In one very jarring section of dialogue, which is seemingly crowbarred into the script.
"What did I order?", asks the perpetrator in the film. Damian Lewis, playing a suave, almost likeable and somewhat excessively British 'delivery driver' spy-alike, neatly responds, "Jaguar F-Type. Supercharged V8 petrol engine. Automatic quickshift gearbox. 0-60mph 4.2 seconds, top speed of 186mph. All-aluminium double-wishbone suspension."
"Ah... that's a good car, right?", responds the film's villain. Besides the slightly awkward and illogical delivery, you could also hear the audience's suspended disbelief – that this was maybe more than just an advert – clanging to the ground like an anchor.
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Recently watched movie Desire
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Totally underwhelmed by this
Totally underwhelmed by this car,and this film only adds to the hype.Is it really a step forward from the XK or just a product for people trading up from their Audi TT's?And the successor to the e-type-really?That car was a unique fusion of racecar experience and excitement with roadcar sophistication.In comparrison the F-type is merely another flick of Ian Callum's pen.
NO!
...And to be perceived as unable to outpace an obviously 20th Century example of Detroit mediocrity! One hopes Damian was well paid? Let us all hope this wasn't an omen..! (pun intended) If this had been a cowboy film it would not have even merited the Hollywood 'put-down' of "Oater."
We may have PACE. What happened to the SPACE, and indeed...the GRACE?
It must be my age? Brought up with a MkII, and was once propelled towards the horizon at 120mph in a S3 XJ12!