Desire, a new short film from luxury car manufacturer Jaguar, today received its world premiere at the Sundance London film and music festival.
Produced by Ridley Scott Associates, the film was commissioned to showcase the the firm’s new F-Type and stars Homeland’s Damian Lewis as a delivery driver who finds himself in the middle of some hair-raising domestics in the desert.
While presented as a ‘pure play’ short film, Desire is at its core an advert and a good example of how companies are looking for new ways to promote their products.
The idea of entertaining audiences while selling them on your product isn’t exactly new but we think Jaguar have brought a touch of class to the concept.
It’s easy to see other brands following suit – how about a mini spy drama in which the hero uses a particular laptop to save the world – further blurring the distinction between art and advertising.