Jaguar Land Rover is a car company with the wind in its sails. Rightly proud of its new range of world-beating cars, it’s been showing off, frankly. Not content with bringing Manhattan to a standstill while James Bond star Daniel Craig launched the new Range Rover Sport, the company has now released a short film starring its latest tantalising offering, the Jaguar F-Type.
Called ‘Desire’, the 13-minute film stars Homeland and Band of Brothers actor Damien Lewis as a sharp-suited and enigmatic car deliveryman, who runs into trouble in the form of a sultry brunette (Shannyn Sossamon) and her gangster husband (Jordi Moll?) while in charge of Jaguar’s new sports car.
Directed by Adam Smith of Ridley Scott Associates, Desire is set in the lifeless Atacama desert – a suitably contrasting backdrop on which to show off the scarlet F-Type.
The film also boasts a specially recorded track by Lana Del Ray called ‘Burning Desire’. It was first aired at the Sundance London film festival, hosted at the 02 arena.
Speaking on the project, Director Adam Smith said: “We were hugely excited when Jaguar approached us to work on this film, and with such a fantastic cast. For us, Sundance London is the perfect setting to screen ‘Desire’ to a global audience.
“Working with Damian, Shannyn and Jordi has genuinely been a privilege. To see actors of that calibre at work and to watch them contribute massively to the development of their own characters really brought them to life, which has all together made this an incredible film to be a part of.”
This is not the first time car manufacturers have used big budgets and names to promote their cars. British actor Clive Owen starred as the mysterious ‘Driver’ in a series of highly acclaimed films for BMW, which gained a cult following amongst car enthusiasts.
The question remains, however: should big-budget adverts be paraded as serious films at prestigious festivals? Watch the video and make your own mind up below.
Picture from Jaguar Land Rover
April 25, 2013