Villains Revel in Their Britishness in Jaguar’s Super Bowl Ad

Brand's first game day spot

Headshot of David Griner

As Super Bowl ads continue to roll out days before the event, Jaguar has joined the trend and released its first game day spot, "Rendezvous."

The 60-second ad from Spark 44 features a trio of "British villains," played by Ben Kingsley, Tom Hiddleston and Mark Strong. Unfortunately, we don't see them pulling off a billion-dollar caper or foiling some James Bond-ian superspy. But we do get to hear them wax eloquently about why Brits make better bad guys, and that's something. 

Personally, I had wondered how they'd handle the pronunciation of the British brand, which is "Jag-waar" in America and "Jag-you-are" in the U.K. The burden of the word lands on Strong (Lord Blackwood in 2009's Sherlock Holmes), who basically says it so fast, you'll be lucky to catch it at all.

While the spot's star power is sure to merit some game day buzz, the execution does seem to suffer a bit from a "too many cooks in the kitchen" vibe. The ad is called both "British Villains" and "Rendezvous"; the hashtag is #GoodToBeBad; the URL is; and the tagline is, "How alive are you?" After all that, is there still room in your brain for the name of the car? (Hint: It's the F-Type coupe.)

@griner David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."