You would think that all companies would want to portray themselves as being good and trustworthy. Not Jaguar.
Clearly wanting to be a counterpoint to Aston Martin’s association with the ubiquitous British hero James Bond, it has instead decided that the new Jaguar F-Type Coupe is the quintessential British villain, and has roped in Tom Hiddleston, Mark Strong and Sir Ben Kingsley – actors known for their baddie roles – to prove its point.
During the Super Bowl earlier in the year, Jaguar premiered its new marketing campaign – complete with the hashtag #GoodToBeBad – with a 60-second spot entitled “Rendezvous” in which the three actors described why Brits actually play the best villains. The ad, shot entirely in London, was directed by Tom Hooper and backed by a score composed by Alexandre Desplat (both of The King’s Speech fame).
The continuation video, “The Art of Villainy” sees Hiddleston (who you probably know as Loki in the Thor series of films) delve further into this theme, explaining how the F-Type Coupe would make a good villain while using some choice Shakespearean quotes in the process. At one point he even manages to outfox a Porsche 911 (classy move, Jaguar) as he speeds out of the parking lot.
The video leads out to four shorter snippets: “Sound Like a Villain”, “Villainous Style”, “Drive Like a Villain” and “Have a Plan”. These showcase some of the F-Type Coupe’s features, including the R version’s 550 hp 5.0 litre supercharged V8 engine, active exhaust system and adaptive suspension.