MAHWAH, N.J. -

Jaguar is taking its brand in a “new direction” with a new TV advertisement rolled out Thursday that spotlights a trio of the company’s highest performance models.

“Jaguar at Play” — which was set to debut on the NFL Network — features the brand’s XFR, XJL Supersport and XKR-S models, and plays on the
performance theme, or as Jaguar put it, “the heightened sense of life drivers feel when they get behind the wheel — agile, powerful and exhilarated.”

The cars are seen zooming through various environments, starting off in the forest then cutting into urban industrial environmental, engines roaring throughout.

The 30-second spot can also be seen on national cable and locally, airing on such outlets as CNN, ESPN and Comedy Central.

“Jaguar represents distinctive design and pure performance. This new television spot truly communicates the excitement surrounding the brand with our new high performance line-up,” stated David Pryor, brand vice president of Jaguar North America.

“The ad boldly shows off the three highest performing models in the Jaguar fleet, the XFR, XJL Supersport and XKR-S. We couldn’t be more proud of our 2012 model year collection and are thrilled to showcase it through a spot that reflects a new, progressive approach to the brand,” he added.

Additionally, this ad is the first for Jaguar from Spark44, the company’s new global ad agency of record.

"We wanted to show the new 2012 models in all their glory, both for their remarkable performance and sensuous design,” explained Bruce Dundore, creative director at Spark44 North America. "These are incredibly fun and impressive cars to drive, and we shot an intriguing and energetic execution that illustrates the exhilaration you feel when you get behind the wheel of these beautiful — and beautifully-created — cars."