Could Jaguar be attempting its own spin on "BMW Films"? It sure feels like it.
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 effort called "Desire."
More than a decade after the debut of Fallon 's "BMW Films" series starring Clive Owen and using directors like Guy Ritchie, we can't help but feel that Jaguar's new push is taking a familiar approach. It's even being produced out of Ridley Scott Associates -- the highly acclaimed production company behind BMW's second round of "films."
Still, the choice of talent is all new. Launching this spring, the short film will star Emmy-winning actor Damian Lewis, who plays one of the most intriguing characters on the small screen right now, sergeant turned Congressman Nicholas Brody on Showtime's smash hit "Homeland." Considering Mr. Lewis was little known as an actor before the debut of "Homeland" last year, it's a significant endorsement deal for him.
As if that weren't enough star talent, the company has also commissioned a soundtrack by Lana Del Rey, who, in another extension of the brand integration, used the F-Type as her muse for an exclusive song, "Burning Desire."
Directed by Adam Smith, and in partnership with Jaguar's agency Brooklyn Brothers, the film will follow the story of a car-delivery guy named Clark, played by Mr. Lewis. His dreary job promises to get much more exciting when he happens upon a mysterious woman in the desert, played by Shannyn Sossamon ("40 Days, 40 Nights," "A Knight 's Tale").
"Desire" will be shot over five days next month in Chile's Atacama Desert. Until the F-Type launch next year, Jaguar will take viewers behind the scenes of the car's production, rolling out exclusive videos on a dedicated site, F-Type.com. But for now, all we have is the above teaser, sans talent, announcing a tale of "betrayal, retribution, passion and greed." Stay tuned.