Eager to change its stuffy image, British car company Jaguar has announced it's the official Presenting Partner of the second Sundance London film and music festival, to be held from 25-28 April at The O2 in London.
So when your favorite celeb arrives at the event next week, they will likely do so in a lovely Jag. To be honest, we couldn't think of a better company for the job.
“The film project by Jaguar is part of the pre-launch activity for the new F-TYPE sports car and a genuine artistic project featuring world class talent. Our aim is to reach a new and diverse audience and create a relationship with Jaguar and our first sports car launch in 52 years," said Adrian Hallmark, Jaguar Global Brand Director.
Alex Hill, Chief Operating Officer & Chief Financial Officer of AEG Europe, said: “We are delighted to welcome such a prestigious brand as Jaguar as the Presenting Partner for Sundance London. The festival makes for a unique opportunity to showcase Jaguar’s brand values, and we are looking forward to an exciting partnership.”
Jaguar has collaborated with Ridley Scott Associates to create the short feature film, ‘Desire’. Starring Golden Globe and Emmy Award winning actor Damian Lewis, the 12-minute film features the new F-TYPE sports car and was shot on location in South America. If you'd like to know more about "Desire", make sure to check out the official trailer below.
Mihnea's favorite cars have already been built, the so-called modern classics from the '80s and '90s. He also loves local car culture from all over the world, so don't be surprised to see him getting excited about weird Japanese imports, low-rider VWs out of Germany, replicas from Russia or LS swaps down in Florida. Full profile
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