Jaguar 2014 Big Game Commercial

By: Matthew Roush

Jaguar, in their 2014 Superbowl commercial "Rendezvous," attempts to sell their car by comparing the similarities between their car and the cliche "Hollywood super villain". By relating their product to a super villain, they are able to use similarities such as "a crave for power". Jaguar uses a stereotype which depicts the car as being "bad", but they end the commercial by stating their "bad is good",this use of transfer helps appeal to the car enthusiast who is searching for a car that is the super villain of cars. Using an urbane, sarcastic, and slightly humorous tone the commercial targets people interested in a vehicle that resembles all the characteristics of a "Hollywood super villain".