Prospects have been sent a link to the film via email, leading them to , where an intro declares: "We all know someone who has a certain edge... Maybe they were born that way... Maybe they have X-Type".
The film is shot in black and white and the camerawork places the viewer in the shoes of a character who enters a glamorous European casino, attracts attention and wins big on the card tables.
After the film, users can request a brochure or test drive, and send the film to a friend. The film will also be made available to Jaguar dealers to use for the car's rollout early next year.
Les Knight, national marketing communications manager at Jaguar UK, said: "20:20's expertise in this type of digital communication allows Jaguar to talk to prospects in an exciting new way. The agency has captured the essence of the new X-Type."
20:20 London's work for another car client, Audi, won a DMA Gold Award for Email last week.
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