Stephen Hawking joins Jaguar’s thespian rogues gallery to launch F-Pace SUV

Jaguar and agency Spark44 seem to be playing silly buggers with this one: the latest in its ‘British Villains’ series, this time starring renowned physicist Stephen Hawking. It’s not officially available but then it is, if you look hard enough. Boys, boys..

In ‘British Intelligence’ we have the prof, who says he’s always wanted to play a Bond-style villain, in Blofeld mode alongside some other British actor – Nicholas Hoult I think – to launch Jaguar’s sporty SUV the F-Pace.

Actually it’s not bad. But why can’t Jaguar come up with sensible/memorable names for its cars? We all knew what an E-Type was but since then…

MAA creative scale: 7.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.