Cue the evil laugh. Commence the soul-piercing glare. Engage the 550-horsepower, 5.0-liter, supercharged V-8. To a select few, being bad is so seductively good – especially if the chariot of choice is the all-new Jaguar F-Type R Coupe. To commemorate such dubious and markedly British characters, Jaguar has produced a series of short videos based on its recent Super Bowl ad, It’s Good to be Bad.

Jaguar’s longest video of the series is the one above, and features British actor Tom Hiddleston. Dressed to the hilt in a suit likely more expensive than the Jag’s first months payment, Hiddleston conveys just how a villain should carry oneself; especially whilst piloting an F-Type.

The series of videos cover everything from the active exhaust pipes and selectable dynamic mode to the F-Type’s interior accoutrements and outward appearance. They all feature a heavy dose of V-8 growl and close in shots of the notable features. Of course, the voiceover completes each video’s feel with Hiddleston’s suave British accent.

Holistically, I’m impressed to see Jaguar pour so much focus and money into advertising the F-Type. It’s surely worthy of the attention and it’s a nice change from the previous status quo. On sale this May, the F-Type Coupe starts at $65,000 and rises to over $100K for the F-Type R.

Now if I could only find a briefcase full of $100 bills to take to the Jaguar dealership…

Click past the jump to see all Jaguar’s villainous videos

Drive Like a Villain


Sound Like a Villain


Dress Like a Villain


Plan Like a Villain


Press Release

Jaguar North America announced the continuation of its "British Villains" marketing campaign today with new online creative featuring Tom Hiddleston. The renowned British actor stars in a two- minute film, "The Art of Villainy," that debuted on YouTube today, as well as on the campaign’s dedicated landing page, www.BritishVillains.com. The new film showcases the Jaguar F-TYPE Coupe, available for sale May 2014, and continues to promote the brand’s bespoke hashtag #GoodToBeBad.

2014 Jaguar F-Type R Coupe High Resolution Exterior
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The "British Villains" campaign captures the premise that Brits have long made the best villains in landmark films, combining intelligence with charm, restlessness with calm and are always confident. "The Art of Villainy" begins with Hiddleston driving the F-TYPE Coupe, while listening to the words of John of Gaunt in Richard II by William Shakespeare. He then offers a definition of a villain, which is brought to life by the sights and sounds of a Jaguar F-TYPE Coupe. The spot closes with another Shakespearean quote from Richard II-this time spoken by Hiddleston as he drives through London: "This blessed plot, this earth, this realm, this England."

"The enormous success of the ’Rendezvous’ Super Bowl commercial demanded a creative follow-up and, with ’The Art of Villainy,’ we are able to continue to weave this dynamic storyline with a two-minute film that echoes the artful manner of the campaign’s debut TV spot. In reprising his villainous role, Tom continues to develop his very popular character and create a meaningful impact for the brand," said Jeff Curry, Brand Vice President, Jaguar North America. "In pairing Tom’s recitation of the classic words of England’s most famous playwright, William Shakespeare, with the British sophistication of Jaguar, we are able to showcase the new F-TYPE Coupe in an unforgettable manner."

The two-minute "Art of Villainy" film will be accompanied by four 30-second videos that showcase the distinctive features of the F-TYPE Coupe in a voice-over that maintains the "British Villains" theme. The videos tell fans how to: " Sound Like a Villain," " Drive Like a Villain," how to have " Villainous Style," and why it’s important to always " Have a Plan."

Jaguar will continue to update BritishVillains.com with information about the F-TYPE Coupe, the newest commercials and unique video content, which highlight the design and technological features of the vehicle. "Rendezvous," the spot which launched the British Villains campaign during Super Bowl XLVIII and featured Sir Ben Kingsley, Mark Strong and Hiddleston, is also featured on the site. " Rendezvous" is Jaguar USA’s most popular YouTube video ever with nearly 12 million views to date. The "British Villains" campaign continues with regularly updated content through July.

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