Jaguar is spending an awful lot of money making a short promotional film for the new F-Type Sports car. Called “Desire” the film is being made in collaboration with Ridley Scott Associates, and features music from Lana Del Ray. The main roles are played by Golden Globe award winner Damian Lewis and Shannyn Sossamon.

So it is basically a star-studded commercial for a car that doesn’t really need promotion. Jaguar F-Type belongs to a segment where most of the buyers are enthusiasts. You don’t need to sell them the car; if it’s good, they’ll come after it.

Still, such high-end project can be considered as a sign that Jaguar is in its best financial form ever. Check out a new teaser they released with behind the scene footage and interviews:

http://www.youtube.com/watch?v=yvZDzb8cF94

The 2014 Jaguar F-Type combines low vehicle weight (starting at 3,521 pounds), high power (340hp, 380hp and 495hp versions) and superb aerodynamics to achieve a pure sports car experience, yet with Jaguar elegance and luxury. A true two-seat sports car, the all-new Jaguar F-Type is equipped with a modern, lightweight soft top that, when lowered, serves as its own tonneau cover. This not only provides a weight savings, but also improves packaging and contributes to the car’s low center of gravity for greater agility. The top can be fully raised or lowered in just 12 seconds at speeds of up to 30 mph.