Could Jaguar be attempting its own BMW Films? To herald the arrival of its F-Type sports car, the automaker's first two-seater since the debut of the E-Type 50 years ago, Jaguar has launched what promises to be a long, drawn out tease for a celebrity-studded branded content push, "Desire."
The effort was created out of The Brooklyn Brothers, which won the assignment for the F-Type's global launch back in June. Launching this spring, the short film will star Emmy-award winning actor Damian Lewis, who currently plays Sergeant Nicholas Brody on Showtime's Homeland , and will be produced out of Ridley Scott Associates (among other things, the production company behind BMW's second round of "Films"). It also features a soundtrack by Lana Del Rey, who used the F-Type as her muse for an exclusive song "Burning Desire."
Directed by Adam Smith, the film will follow the story of car delivery guy Clark, played be Lewis, whose job promises to get way more exciting when he happens upon a mysterious woman in the desert, actress Shannyn Sossamon ("40 Days, 40 Nights," "A Knight's Tale"). But for now, all we have is this teaser, sans talent, announcing a tale of "betrayal, retribution, passion and greed."
"Desire" will be shot over five days next month in Chile's Atacama desert, and until its launch next year, the carmaker will be taking viewers behind the scenes of the production, rolling out exclusive videos on a dedicated site F-Type.com.