Jaguar continues British Villains with #GoodToBeBad video series

For good reason, we chose the 2015 Jaguar F-Type Coupe as our Best Sports Car in our annual awards (read it here). During the Superbowl, Jaguar launched a commercial for the car titled British Villains.  Now that story continues as a series of videos, beginning with this two-minute explanation of what makes a good villain courtesy of Tom Hiddleston (Loki in Thor), the F-Type Coupe, and some losers in a Porsche.

The F-Type hits showrooms next month and to lead up to that, Jaguar will air commercials from this British Villains series. The two minutes with Hiddleston will be followed shortly by thirty second spots under various subtitles.

The Art of Villainy, this introductory video, is a perfect blend of British commentary in near-Shakespearean form, elegance as only a Brit could do it, and style as only Jaguar could bring it.

“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.”

Four thirty-second videos follow, including Sound Like a Villain, Drive Like a Villain, Villainous Style, and Have a Plan. All is centered around the landing page.

Aaron Turpen
An automotive enthusiast for most of his adult life, Aaron has worked in and around the industry in many ways. He is an accredited member of the Rocky Mountain Automotive Press (RMAP), the Midwest Automotive Media Association (MAMA), the Texas Auto Writers Association (TAWA), and freelances as a writer and journalist around the Web and in print. You can find his portfolio at