The mischievous overtones are still there, but Jaguar is moving on from its “British Villains” theme shown at this year’s Super Bowl to promote its newfound technology edge.

In spots unveiled this week, Jaguar has taken inBritish actor Nicholas Hoult (About A Boy, X-Men: First Class) for its new series called “British Intel.” It teases the recently unveiled 2017 Jaguar XE, but more heavily promotes the still-fresh F-Type.

Which is perhaps why this ad strikes me as premature because the XE is the car Jaguar is using to roll out its up-to-date technologies, as the current model isn’t exactly on the cutting edge compared to rivals, aluminum construction aside.

One thing is for sure: this ad just oozes Britishness. It’s poured on pretty thick, actually.

By Zac Estrada

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