Tom Hiddleston, known for his turn as everyone’s favorite nasty Nordic god Loki in the Avengers and Thor films, reprises his role as the quintessential British villain in Jaguar’s newest commercial for the XE sports car. The ad is the latest in Jaguar’s ‘Art of Villainy’ series, featuring the tagline “It’s good to be bad.”
When you’ve got Hiddleston’s smooth, sexy voice and devilishly handsome smile behind your ads, it’s no surprise when they go viral. Jaguar’s extraordinarily successful line of ads in the ‘Art of Villainy’ series have been a hot internet commodity since the first installment debuted during the 2014 Super Bowl. With production values befitting the vehicle’s no-expense-spared image, the Art of Villainy ads play more like short action movies than they do commercials.
The latest in the series of tongue-in-cheek shorts continues to show us why Brits make the best villains. Besides being stylish, always in control, and exceedingly charming, they always manage to make all of the above look effortlessly easy. The new commercial shows Hiddleston petting a jaguar as a “Q” type gadgets guy, played by fellow Brit Nicholas Hoult, helps him build a new sports car – the Jaguar XE. “Go forth my pretty ones. Go forth and rule the road,” Hiddleston says as the cars tear out of his underground lair.
Explaining what makes a great villain, Hiddleston said: “A villain is a mask of elegance and style, behind which is a whirring and brilliant intelligence, but the trick is to make it all look easy. I think the best bad guys are very charming and witty and their villainy, as it were, comes at the twist of the wrist or the flick of a finger, we never break a sweat.” Sound familiar?
Directed by Tom Hooper (the man behind Les Miserables and The King’s Speech), the ads’ visuals are lush and impeccably photographed, the action is choreographed to the level of a Bond film, and the suits are always painstakingly tailored. Hooper explained what attracted him to the project: “This just struck me as, you know, a really great story and very funny. And like all good ideas, it hit at a truth and I found myself, sort of, wondering why is this cliche true? Why do Brits make such good villains? To get that cast: Mark Strong, Ben Kingsley, Tom Hiddleston, who are famous for playing iconic bad guys, to get them to reference some of their own performances and their own attitudes to villainy I thought was great fun.” (Kingsley and Strong previously starred in Rendezvous, the first ‘Art of Villainy’ ad that premiered during the 2014 Super Bowl.)
Do the ads inspire you to find your inner British super-villain? Perhaps you might feel more at home inside one of our new Jaguar models at your Chicago Jaguar dealer — Elmhurst Jaguar. We can’t guarantee you’ll pick up Hiddleston’s enchanting accent, but we will promise a devilishly good time.