Kingsley, Hiddleston And Strong Ponder British Villainy In Jaguar's Super Bowl Spot

Directed by Tom Hooper, "Rendez-Vous" Features A Car And Helicopter Race In London

Published On
Jan 28, 2014

Editor's Pick

After a few teasers, Jaguar has finally revealed its full Super Bowl Spot spot starring three British actors renowned for playing bad guys in Hollywood blockbusters. Shot by Tom Hooper, the 60 second spot shows Ben Kingsley (Iron Man 3, Sexy Beast) Mark Strong (Kick Ass) and Tom Hiddleston (the Avengers) converging in London by Jaguar F-Type Coupe -- and helicopter -- as they ponder, in somewhat tongue-in-cheek style, how Hollywood loves a British villain.

Comparing the car to the stereotype, it points out that they're all about power, elegance and refinement, being one step ahead- - and of course the British villain always drives a Jaguar. The ad, created by Jaguar's joint venture agency Spark44, links to a microsite,, and a social media campaign centered around the hashtag #goodtobebad.

You can read more on the strategy and production of the film in our Behind The Work feature.


Jan 28, 2014
Brand :
Client :
Agency :
Spark 44
Executive Creative Director :
Werner Krainz
Creative Director :
Matt Page
Creative Director :
Piggy Lines
Executive Producer :
Michael De Vries
Director :
Tom Hooper
Production Company :
Production Co-Producer :
Ben Croker
Editor :
Paul Watts
Editorial Company :
The Quarry
Composer :
Alexandre Desplat
Sound Director :
Grand Central Recording Studios
Music :
London Symphony Orchestra

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Project Type