Continuing the story of black hearts it began with its first Super Bowl commercial, Jaguar is roaring down the dark and oh-so-magnificently appealing road of villainy with a new spot featuring Tom Hiddleston. Using its new F-Type Coupe to demonstrate, the actor explains the salient features of the best - meaning, English - villains.

However, it's likely that even if you could manage the elegance, the tailored suit, the sharp wit and the distinct sound, you couldn't pull it all off nearly as well as Hiddleston. That doesn't mean you can't try, of course. Might we suggest starting with his excellent lesson in being properly villainous in the video below?

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Renowned British actor Tom Hiddleston stars in new film, "The Art of Villainy" extending Jaguar's "British Villains" campaign for the 2015 F-TYPE Coupe
Hiddleston reprises role from "Rendezvous" ad that first aired during Super Bowl XLVIII
Jaguar F-TYPE Coupe goes on sale May 2014

(MAHWAH, N.J.) – April 2, 2014 – Jaguar North America announced the continuation of its "British Villains" marketing campaign today with new online creative featuring Tom Hiddleston. The renowned British actor stars in a two- minute film, "The Art of Villainy," that debuted on YouTube today, as well as on the campaign's dedicated landing page, The new film showcases the Jaguar F-TYPE Coupe, available for sale May 2014, and continues to promote the brand's bespoke hashtag #GoodToBeBad.

The "British Villains" campaign captures the premise that Brits have long made the best villains in landmark films, combining intelligence with charm, restlessness with calm and are always confident. "The Art of Villainy" begins with Hiddleston driving the F-TYPE Coupe, while listening to the words of John of Gaunt in Richard II by William Shakespeare. He then offers a definition of a villain, which is brought to life by the sights and sounds of a Jaguar F-TYPE Coupe. The spot closes with another Shakespearean quote from Richard II-this time spoken by Hiddleston as he drives through London: "This blessed plot, this earth, this realm, this England."

"The enormous success of the 'Rendezvous' Super Bowl commercial demanded a creative follow-up and, with 'The Art of Villainy,' we are able to continue to weave this dynamic storyline with a two-minute film that echoes the artful manner of the campaign's debut TV spot. In reprising his villainous role, Tom continues to develop his very popular character and create a meaningful impact for the brand," said Jeff Curry, Brand Vice President, Jaguar North America. "In pairing Tom's recitation of the classic words of England's most famous playwright, William Shakespeare, with the British sophistication of Jaguar, we are able to showcase the new F-TYPE Coupe in an unforgettable manner."

The two-minute "Art of Villainy" film will be accompanied by four 30-second videos that showcase the distinctive features of the F-TYPE Coupe in a voice-over that maintains the "British Villains" theme. The videos tell fans how to: "Sound Like a Villain," "Drive Like a Villain," how to have "Villainous Style," and why it's important to always "Have a Plan."

Jaguar will continue to update with information about the F-TYPE Coupe, the newest commercials and unique video content, which highlight the design and technological features of the vehicle. "Rendezvous," the spot which launched the British Villains campaign during Super Bowl XLVIII and featured Sir Ben Kingsley, Mark Strong and Hiddleston, is also featured on the site. "Rendezvous" is Jaguar USA's most popular YouTube video ever with nearly 12 million views to date. The "British Villains" campaign continues with regularly updated content through July.

About Jaguar
Jaguar is a premier manufacturer of luxury sedans and sports cars offering unparalleled design with tremendous performance. The company's vision throughout its storied history has been simple: To produce beautiful, fast cars that are desired the world over. Jaguar strives to provide a world class ownership experience to every owner. Today's Jaguar lineup consists of the XJ luxury sedan, XF sports sedan, the XK Coupe and Convertible sports cars and the two-seater F-TYPE. Jaguar designs, engineers and manufactures exclusively in the United Kingdom, at the Castle Bromwich manufacturing plant in the British Midlands. Jaguar is fully engaged with sustainability initiatives and social concerns with continuous involvement in environmental and community programs. For more information visit the official Jaguar website at

About Jaguar Land Rover
• The United States is one of the leading global markets for both Jaguar and Land Rover
• Jaguar Land Rover employs 25,000 people and sells vehicles in 170 countries around the world
• Jaguar Land Rover has two state of the art engineering and design facilities and three advanced manufacturing plants in the UK
• Headquartered in Mahwah, New Jersey in the United States, Jaguar Land Rover North America, LLC has offices across the USA
• Jaguar Land Rover is represented by more than 330 independently operated retail outlets in the USA

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    • 1 Second Ago
      • 8 Months Ago
      Great commercial. Great car. Thor is going to be upset.....
        • 8 Months Ago
        Hiddleston sure has got that character nailed - it's what absolutely makes this advert - love the welled up eyes at the very end. And that blown v-8 sounds like it's ripping the fabric of time.
      • 8 Months Ago
      That engine sounds so good. Wish I had the money for one of those.
      • 8 Months Ago
      Beautiful car...
      • 8 Months Ago
      Awesome awesome awesome car. That sound....oh..boy. Its almost equivalent to the shrieks made by a woman in ecstasy. Bloody brilliant looking, sounding, and other fantastic superlatives of a car!
      • 8 Months Ago
      What a stunning car
      J.A. Smith
      • 8 Months Ago
      I bought a convertible, and it couldn't be any more fun to drive. And it was a much better deal than a Porsche, when you add up the options. Gets a lot more looks, too. And what's more is the convertible F-Type is faster than the Porsche Carrera S hardtop. The Porsche convertible can't even touch it. But I will be curious to see these hardtops when they come out. The F-Type R will supposedly get 550 bhp and 502 lb-ft torque, which is pretty wild. Just when I thought 495 bhp and 460 lb-ft torque was enough... Still won't be as fast as a Porsche Turbo, but I imagine they'll eventually come up with something to rival it. I heard they're working on an RS-GT model that will get upwards of 700 bhp, which is almost unimaginable. Hope they do it.
      • 8 Months Ago
      I like the car. The commercial? Meh.
      • 8 Months Ago
      I still think Aston Martin should come out with their own line of commercials featuring some of the Bond actors and the phrase "It's better to be good" as a response to the "It's good to be bad" stuff from Jaguar.