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When Jaguar needed help learning how to be evil, there was only one logical place to turn: Gawker.
The famously acerbic blog network has been working with brands for years through its Studio@Gawker advertorial division, but this time the stakes were so large, a Bond villain would be envious. Gawker was being asked to prepare the digital lead-up to Jaguar's first Super Bowl ad, an ode to malicious megalomania themed "Good to Be Bad."
"The goal was to celebrate the dark brilliance of the villainous mind," said James Del, executive director of Studio@Gawker.