As part of convertible launch celebration in the UK, Jaguar launched its #YourTurnBritain campaign; inviting people to share photos that encapsulate the best of modern Britain through Facebook, Twitter, Instagram or Tumblr. The best images submitted would win one of four unforgettable F-Type driving experiences. A fleet of Union Jack liveried F-Types embarked on a 'Best of British' promotional tour as part of the car's launch activity and Jaguar's #YourTurnBritain social media campaign, with the help of ambassadors Jamie Campbell Bower, Alice Temperley, MistaJam, Graeme Swann and Jimmy Anderson. The tour started in London in August 2013 and visited Leeds and Newcastle (12th), Edinburgh and Glasgow (13th), Manchester and Liverpool (14th), Sheffield, Nottingham and Birmingham (15th) Cardiff, Bristol and Oxford (16th). Londoners were able to see the cars from 12–23 August as they took residence at Canary Wharf. David Gandy was featured in a film titled 'Escapism' featuring a Jaguar F-Type convertible. In the film, Gandy gave the viewers insight into his life as he invited them on a road trip that started at dusk as he escaped 'the craziness of London'. David Gandy: Escapism features the style icon driving his favourite British heritage cars from the C-Type, E-Type and XKSS, through to the very latest F-Type. The film was previewed at the 2013 Goodwood Revival. As part of F-Type coupé launch in the US, a 60-second TV commercial titled 'Rendezvous' was premiered the fourth quarter of Super Bowl XLVIII. In addition, a dozen New York City Subway trains were wrapped with ads advertising the F-TYPE in preparation for the Super Bowl XLVIII. On February 2, 2014, Jaguar unveiled the new coupé through a Super Bowl advertisement. The "British Villains" campaign (created by SPARK44, managed by Mindshare) captures the premise that Brits have long made the best villains in landmark films, combining intelligence with charm, restlessness with calm, and are always confident. Jaguar emphasised the idea that British were considered "bad" by Americans because of Hollywood movies always portraying villains to be British. Sir Ben Kingsley, Tom Hiddleston, and Mark Strong all support the villainous way of life as being good. Using these "villains" as the face of Jaguar helped support the edgy side of the luxury brand. This Super Bowl advertisement also challenged other luxury automotive markets in the US stating that Jaguar is just as edgy or maybe more than the other luxury automotive brands.