British car manufacturer Jaguar is utilising Google Glass to help deliver its latest campaign, which builds on the successes of its “British Villains” advertisements from earlier this year.

The British Intelligence global campaign is led by British actor Nicholas Hoult, and aims to showcase the companys technical precision and innovation in a way that is engaging and cinematic.

The British Villains campaign debuted during Januarys Super Bowl, depicting British actors including Tom Hiddleston and Sir Ben Kingsley in Jaguar F-Types. The campaign included digital content and in-person events, but with the new British Intelligence campaign, Jaguar are aiming to deliver content to an even wider number of platforms.

In addition to 30-second television ads and 90-second digital films, the campaign includes an augmented reality experience accessed using app Blippar. Users will be able to blipp print advertisements found in Condé Nast publications to activate additional content, with Google Glass users accessing exclusive video content. Jaguar is also partnering with audio platform SoundCloud, who will host British Intelligence audio advertisements.

“Jaguars British challenger brand strategy and our evolving model line-up continue to elevate us in the luxury category and introduce us to a new generation of buyers,” said Phil Popham, group marketing director for Jaguar Land Rover. “With British Intelligence, were evolving the British Villains theme to now showcase the breadth and quality of Jaguars lineup, and the innovative technology and leading-edge craftsmanship behind each model.”