Well played, Jaguar.
The luxury car brand has debuted a commercial for its Jaguar F-Type Coupe that stars fan-favorite Tom Hiddleston, who plays evil Loki in the "Thor" films and in "The Avengers" and fellow British actors Mark Strong and Ben Kingsley, who are known for playing villains on the big screen.
The ad, titled "British Villains 'Rendezvous," is set to make its TV debut during the NFL Super Bowl XLVIII on Sunday, Feb. 2.
"Have you ever noticed how in Hollywood movies, all the villains are played by Brits?" asks Kingsley, who is waiting in what appears to be a villain's evil lair.
Hiddleston sips tea inside a helicopter and says to the camera, "We're more focused, more precise," later adding, "And we're obsessed by power!" and "stiff upper lip is key."
As he flies above, Strong races through the streets of London, past a double-decker night bus carrying sleeping passengers and the London Eye Ferris wheel and toward Big Ben. The three end up at The Queen's House in Greenwich.
"Oh yes, it's good to be bad," Kingsley says, as the tag line and hashtag #GoodToBeBad shows up.
Watch the ad below.