Have you ever noticed that movie villains are always British? Jaguar is hoping you have for their new ad campaign that is taking off. It started with a prime, $4 million dollar ad spot during the Superbowl. The ad has famous British Actors, Sir Ben Kingsley, Tom Hiddleston and Mark Strong who are all notorious for playing bad guys on film. The ad shows these men speaking low and intelligently, as the Brits do, and with an ominous original soundtrack in the background, all you can think of is evil. The ad also sports a high powered helicopter and a two new Jaguar F-Type cars racing towards a destination that seems to be a “high tech command center” in London, where Kingsley ends with the phrase, “It is good to be Bad”.

To me the ad brings up a couple of ideas, first is that it does seem that British actors are portrayed as the villains. Secondly, the car is stunning. As someone who enjoys cars and is interested in them, the fact is that the Jaguar is always put behind Porsche, Mercedes, or BMW. But should it be?

Obviously this is the goal of the ad, to bring light to a good looking, powerful car for those who want to look “bad”. And having this display of two cars swerving around the streets of London being chased by a helicopter is pretty cool, and shows that their product is a sleek, and powerful like James Bond’s Aston Martin, but te jaguar is a little edgier… and a lot cheaper than the car used by the infamous 007.

In my opinion, the ad is good, it is dark and cool and makes you appreciate that there is more out there than the typical high end cars you see, for now there is one driven by the dark-side.