I have a friend who works freelance in the film industry. This, it seems, can mean corporate videos one month and Hollywood films the next. From the outside, it’s a business that seems remarkably flakey until the cheques are signed and then remarkably well organised. He showed me a ‘call sheet’ for an episode of Spooks which detailed a day’s shooting in such incredible detail that even the actors had exact timings for arriving in make-up.

Last Saturday I was telling my filming friend how hopelessly mediocre the average corporate automotive film tends to be. Limp tracking shots on a winding Spanish road may look polished, but they are usually flat and unexciting. It is obvious that the effort going into corporate films is far less than the time and money expended on design and advertising campaigns. But with visual media now reaching into every smartphone, film is probably now the most important medium.

So, right on cue, I wake up in Los Angeles ahead of the motor show to find Jaguar is ahead of the curve with a teaser for a proper mini-blockbuster film all about the Jaguar F-type. Called ‘Desire Teaser’, it has been put together by Ridley Scott Associates, stars "Emmy Award winner" Damian Lewis and has a soundtrack by Lana Del Ray, who has been signed up by Jaguar for wider F-type promotion.