Jaguar will launch a new brand and product advertising campaign, themed “British Villains,” to support the launch of the new Jaguar F-TYPE Coupe. The campaign will include the brand’s first television commercial produced specifically to run during the broadcast of the Super Bowl. The advert is scheduled for its broadcast debut on Fox during the second half of Super Bowl XLVIII, which takes place on 02 February 2014.

The campaign features a 30-second spot and a wide range of digital assets and executions and will espouse the idea that British characters make convincing and entertaining villains in landmark films, combining intelligence with charm; restlessness with calm; and always exuding confidence. The broadcast campaign poses the question: “Have you ever noticed how in Hollywood movies, all the villains are played by Brits?” From launch the campaign will feature a unique hashtag for use in social media, #GoodToBeBad.

The Jaguar campaign, which will feature renowned British actors, is being filmed by Academy Award-winning British film and television director Tom Hooper in London. Hooper said: “This is one of those jobs that can really be a lot of fun, so I was quite happy to oblige when Jaguar asked me to be a part of their first Super Bowl commercial.”

Jaguar will launch its new campaign this weekend in North America with an unusual advertisement that introduces the notion of a British luxury brand as a disruptive player and hints at the British Villain theme of the campaign. The spot, “Disruptor,” was unveiled today by Jeff Curry at a news conference at The London NYC. The ad will air exclusively on November 10, during the 2013 British Academy of Film and Television Arts Los Angeles Jaguar Britannia Awards on BBC AMERICA, as well as during NFL games.

Jaguar’s debut commercial in the broadcast of the Super Bowl reflects the momentum the brand has achieved through its sales growth. It also follows the high-profile sponsorship announced earlier this month that Jaguar will elevate their presence in Hollywood by joining with the British Academy of Film and Television Arts Los Angeles (BAFTA LA) as the official 2013 title sponsor of the BAFTA LA JAGUAR BRITANNIA AWARDS.

Jaguar will debut the new F-TYPE Coupe at the 2013 Los Angeles Auto Show and Tokyo Motor Show in November.