Do Brits make the best Hollywood villains? Jaguar thinks so with #GoodToBeBad Super Bowl ad

It might be America’s biggest sporting event but that hasn’t stopped Jaguar from injecting some British charm into its Super Bowl ad. Starring British actors Mark Strong, Sir Ben Kingsley and Tom Hiddleston, Jaguar’s #GoodToBeBad creative also has a British director at the helm in the form of Oscar-winning Tom Hooper. Devised by Spark44, the ad explores why all the best film villains are Brits with plausible reasons including the British accent, British determination and focus, impeccable British style and sophistication, and the famous British ‘stiff upper lip’. But, of course, the main reason why Brits make the best villains is because they always drive Jaguars. In addition to the main commercial Strong, Kingsley and Hiddleston have also filmed a number of teaser trailers for the campaign promoting the new F-Type R Coupe model. Simon Binns, UK managing director at Spark44, commented: "Jaguar produces the most stylish premium performance cars and British actors create the most convincing and powerful Villains in Hollywood movies. So we felt the archetypal British Villain and the new Jaguar F-Type were made for each other."Spark44 creative director, Matt Page, added: "The Super Bowl TV spot launches an innovative global campaign that everyone who has ever watched a film can relate to and enjoy. With larger-than-life characters brought to life by “British Villains” we feel this is a mini-blockbuster in its own right."Since debuting online the commercial has been gaining positive feedback from fans on Twitter using the #GoodToBeBad hashtag.

Of the campaign, Jaguar global marketing communications director, Ian Armstrong said: "We challenged Spark44 to create something that would disrupt the consumer's understanding of Jaguar...We're delighted with the 'Good to be Bad' campaign as it builds on everything Jaguar stands for, and uses some of the 'best of British' villainous characters in Sir Ben, Tom and Mark."The 60" 'Rendezvous' creative will debut during the second half of the Super Bowl on Sunday (2 February) with a 30" teaser spot starring Kingsley running on CBS NFL Playoff games in January. Media planning and buying was handled by Mindshare with the campaign breaking in the UK and globally from April 2014.

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