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“Have you ever noticed how in Hollywood movies all the villains are played by Brits?” Well, Jaguar has, and it knows precisely why.

In Jaguar’s newly released Super Bowl commercial, titled “Rendezvous,” Sir Ben Kingsley, Mark Strong, and Tom Hiddleston join forces — and accents — to explain why Brits, in general, make better villains. Maybe they just sound right. Perhaps they’re more focused, always one step ahead. They have an eye for detail. Oh, and a “stiff upper lip is key,” Hiddleston informs us. Most importantly, they all drive Jaguars! (Who could’ve seen that one coming?)

The television spot, which was filmed by Oscar-winning director Tom Hooper, is set to air during the fourth quarter of the Super Bowl. It launches Jaguar’s “British Villains” campaign, which is set to promote its F-TYPE Coupe. The lesson here: It’s good to be bad … and Brits are better at it. Also, when you put Tom Hiddleston up against Mark Strong, Sir Ben Kingsley will win every time.



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Now that I have your attention, Jaguar has officially launched its British Villains ad campaign, featuring the likes of Ben Kingsley, Mark Strong, and Hiddleston. In Hiddleston’s teaser, the star can be seen channeling his inner Loki, mumbling on about what sounds like homicide. The teaser goes a little something like this: “Imagine you need to move four business associates in a hurry.” *Insert sinister laugh* “I think you know what I’m saying.”

The action movie-lover in me believes it has to be about murder. And if that’s the case, my confusion only grows. I admit that I don’t know much about Jaguars, but what about that car would make it easier to “move four business associates?” If they’re dead, you’d still have to pick up the bodies and put them in the trunk. Is the car going to do it for you? Or maybe the car has crazy cool hydraulics and can lower itself all the way to the ground to make it easier for you to load up the bodies! Maybe it even has a ramp to the trunk so you can roll the bodies into the car! Then again, wouldn’t four bodies be really heavy, even for a car to lug around? Why am I still talking about bodies?

Watch the ad for yourself and see if there could be any other possible meaning behind Hiddleston’s words:



I’ve got it! The only way this ad isn’t about murder is if Jaguar chose Hiddleston for his ah-mazing dance moves. Moving four business associates could be about dancing, right? Make them move to the beat? So here’s my premonition: The ad will end with Hiddleston being joined in his new Jag by four Brits before he turns on some tunes and they all start busting a move. The “villain” title and sinister laugh were all just trying to throw us off! Sorry, Jaguar. Better luck next time.

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Movie stars Tom Hiddleston and Mark Strong will round out a trio of British villains with Ben Kingsley starring in Jaguar’s first-ever Super Bowl commercial, according to brand VP Jeff Curry.

Jaguar has been running a teaser campaign positioning its new F-Type as a dangerously fast but sexy British bad boy “disrupting” Porsche, Mercedes-Benz and BMW in the sports car segment.



Jaguar aired its second teaser for the Big Game spot during NFL divisional playoffs telecast on Fox this weekend. Called “The Set-Up,” the 30-second spot showed a well-dressed Mr. Kingsley waiting for the other two to arrive at his lair. Among the bad guys Mr. Kingsley has played are Don Logan in “Sexy Beast” and, most recently, Trevor Slattery/The Mandarin in the “Iron Man” franchise. Mr. Hiddleston will be recognizable to an American audience as Loki from the “Thor” and “Avengers” franchises. Mr. Strong played Lord Blackwood in 2009’s “Sherlock Holmes.” (It seems that all three actors have starred with Robert Downey Jr.)

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