To announce the release of Jaguar‘s latest F-Type Coupe, DKC Incite produced a press conference for the newest addition, as well as to introduce their new advertising campaign, ”Good To Be Bad”. The advertising campaign, produced by British filmmaker Tom Hooper, will include the brands first ever Super Bowl commercial, set to debut during Super Bowl XLVIII. Jaguar executives led the presentation which was viewed by more than 250 members of the media both on site at the London Hotel in NYC and remotely via private, live streamed webcasts. The presentation outlined Jaguar’s campaign strategy and presented a teaser commercial that will be featured in the lead up to the official Super Bowl advertisement. CBS broadcaster and retired NFL quarterback Phil Simms was featured as a special guest and provided insight on advertising during America’s most watched sporting event. Since the event, more than 66 million media impressions were secured. Incite is proud to have produced all production logistics including all design and webcast for the event.