Jaguar British Villains Good To Be Bad

Jaguar is running “Good To Be Bad”, an advertising campaign associated with the 2014 Super Bowl featuring British actors Sir Ben Kingsley, Tom Hiddleston and Mark Strong. The multi-media campaign, online at, features broadcast, video, outdoor, print, digital, a series of web films, supported by a wide-ranging programme of media partnerships, outdoor and special events, kicking off during Super Bowl week, in a campaign which will run through the year globally. The new campaign, which introduces the F-TYPE Coupe on sale in Spring 2014, targets a diverse audience of 25-54 year olds with varied interests and lifestyles.

Jaguar Villains in Good to be bad campaign

The 60-second commercial “Rendezvous” poses the question “Have you ever noticed how in Hollywood movies, all the villains are played by Brits?” will launch in the second half of the Super Bowl game on Fox. A 30-second teaser spot, “The Setup” starring Sir Ben Kingsley previewed on CBS NFL Playoff games in January.

Behind the scenes videos feature actors Sir Ben Kingsley, Tom Hiddleston and Mark Strong, and director Tom Hooper, with each talking about what it takes to master the art of villainy.

Simon Binns, UK Managing Director, Spark44 says, “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. Add a stellar cast, an Oscar winning director, the London landscape at night, the roar of a V8 engine, throw in a helicopter or two, and you get a distinctive film – which we hope will take on the world.”

Matt Page, Creative Director, Spark44 added, “In Hollywood, British villains have style, charm and intelligence – they are more Alive. And like the best villain the F-TYPE Coupe is a disruptive force moving Jaguar’s brand story forward. 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.”

Ian Armstrong, Global Marketing Communications Director, Jaguar said, “We challenged Spark44 to create something that would disrupt the consumer’s understanding of Jaguar, as the F-Type Coupe will do. 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.”

Jaguar Villains Credits

The Villains campaign was developed at Spark44 by executive creative director Werner Krainz, creative directors Matt Page and Piggy Lines, and agency producer Michael de Vries, working with Jaguar global marketing communications director Ian Armstrong.

Media was handled at Mindshare.

Filming was shot by director Tom Hooper via Smuggler with producer Ben Crocker.

Editor was Paul Watts at The Quarry.

Sound was designed at Grand Central. Music by Alexandre Desplat was performed by London Symphony Orchestra and recorded at Abbey Road Studios.