Desmond Hall, the commercial's creative director, describes the spot as mysterious. The commercial begins as a thirty-something man, played by Preston Greenwood, arrives in London and makes his way through the hustle and bustle of the city to arrive in a conference room where three engineers are waiting for him. The engineers are played by young, hip, London natives who add to the spots authenticity. The commercial then cuts to the X-Type being driven by the engineers through familiar New York locations to finally be delivered to the home of its new owner. His city residence is a brownstone located on Striver's Row in Harlem, New York. Striver's Row is a historic neighborhood in Harlem that was named for affluent African-Americans who "strived" to achieve their goals.
40 Acres and a Mule were chosen to create the ad because of their ability to communicate the Jaguar brand in a relevant way to a more diverse customer. According to Spike Lee, "The X-Type will bring a totally new demographic to the Jaguar brand. I feel that this commercial and 40 Acres and a Mule will bring the minority market even closer to the Jaguar marque."
