Who was that Burberry-wearing, mild-mannered delivery guy-turned-bad-ass? We still don’t know. All we know is that he’s got a pretty sweet ride though.
But that’s the point.
Luxury car-maker Jaguar and production company Ridley Scott Associates have released their attempt at “branded entertainment”, a 13-minute short film featuring Jaguar’s newest sports car, the F-TYPE.
Desire stars Homeland’s Damian Lewis as a delivery guy who gets entangled in a strange woman’s violent domestic dispute with her ex-husband while on his way to deliver the F-TYPE Jaguar he’s driving.
The film, which made its premiere at Sundance London on Wednesday, also features actress Shannyn Sossamon (A Knight’s Tale and 40 Days and 40 Nights) as the woman fleeing her ex-husband; and singer Lana Del Rey wrote “Burning Desire,” the titular song for the film.
And as The Verge points out, this isn’t the first time that a luxury car company has opted to produce branded entertainment rather than a standard commercial to promote its newest products. Beginning in 2001, BMW came out with a short film series titled The Hire, starring Clive Owen.
Desire was directed by Doctor Who’s Adam Smith.