Spotlight of the Week – Jaguar



Earlier this year, Jaguar North America teamed up with advertising agency, Spark 44, for the “British Villains” campaign to showcase Jaguar’s F-TYPE R Coupe.

Jaguar’s innovative #GoodToBeBad campaign centers around the question, “Have you noticed how in Hollywood movies, that all the villains are played by Brits?” According to Jaguar, the best villains combine all of the elements of cool: wit, charm, calm, and confidence.

Each of the short films in the #GoodToBeBad campaign offers up the best aspects of villainy and how they relate to the luxury qualities in the F-TYPE Coupe. The first sighting of the “British Villains” campaign was at the Super Bowl XLVII on February 2, 2014.

Jaguar features three renowned actors in the short, “Rendezvous.” British actors, Sir Ben Kingsley (Sexy Beast and Death and the Maiden), Mark Strong (Sherlock Holmes), and Tom Hiddleston (The Avengers and Thor) venture around London in true villain style.

Not only did Jaguar get the best of the best British actors for “Rendezvous,” it is directed by Oscar winning British director Tom Hooper. Hooper is known for directing The King’s Speech (2010), Les Misérables (2012), The Damned United (2009), and Longford (2006)

The British Villain themed shorts tell about “The Art of Villainy” by telling viewers how to “Sound Like a Villain,” have “Villainous Style, “ how to evade enemies by always “Having a Plan.”

Other marketing aspects of this campaign include:

Print advertising

Digital banner advertisements


Out-of-home ad placements in New York City which will wrap around subway cars on the F-Train

Integrated partnerships with IFC, Gawker, Sports Illustrated, and Pandora.

Every aspect of this campaign oozes style, luxury, and class. Jaguar cleverly positioned themselves in a relevant way genuine to their brand. Not only did Jaguar reassert themselves a brand to watch, they ensured that they will continue to trend during 2014, especially because superhero movies are a staple in the box offices this year.

By focusing on villainy instead of heroes, Jaguar is able to set themselves apart from the crowd while remaining relevant.

You can follow Leesie Smith on Twitter @leesiesmith


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About Deraney PR

Danny Deraney has been a leading Los Angeles-based Public Relations Executive for the past decade. Named by the The New York Observer as one of the top celebrity crisis communications experts, Danny has garnered results and provided guidance to clients while helping them meet their strategic and business objectives.

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