Brett Spielberg

Jaguar To Showcase Villanious Brits In First Super Bowl Commercial

Created on Jan. 16, 2014 11:50 AM EST

The field of Super Bowl commercials continues to reveal itself, and one car company new to the big game has loaded its commercial up with some serious characters.

The 60-second commercial, which will air during the second half of the broadcast, will star and be directed by three heavyweights from across the pond, familiar to American audiences for their big-screen portrayals of some of Hollywood's most notorious evil-doers.

Tom Hiddleston, best known as Thor's malcontented brother Loki; Sir Ben Kingsley, a longtime thespian most recently infamous for his role as the Mandarin in Iron Man 3; and Mark Strong, who's chilling roles in the films Body of Lies, RocknnRolla and Sherlock Holmes cemented him as an A-lister, are the triumverate of stars hoping to reinvigorate sales on this side of the Atlantic. To top off the big-name cast, Tom Hooper, director of the King's Speech, will be at the helm.

With an ad campaign showcasing some heavyweights of the silver screen, and with the slogan of "Good to be Bad," it looks like Jaguar has pumped an estimated $25 million into the campaign to reinvigorate their brand, while linking the history of the car with it's homeland, the British Isle. That brand hopes to embody the typical British villain of American action films: brazen yet calm, devious, sleek and simply put, cool.

The hashtag #Goodtobebad, along with native advertisements produced by Gawker, various print and outdoor ads (including on NYC's F Train), as well as various partnerships with diverse established media organizations, make this campaign look like one of the year's biggest and boldest.

Competing against Chevrolet, Kia, Hyundai, Volkswagen and Audi, who all also purchased ad space during the Super Bowl, Jaguar has to hope that its lineup will be memorable and enticing enough to convince some of us to shun the Mercedes Benz, BMWs or even some American muscle like the Mustang or Camaro, in favor of an old-school and convincingly classy sportscar.

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