Jaguar XE is the star of Jaguar’s latest ‘Good to be Bad’ Campaign (video)

The new Jaguar XE is the star of the new version of Jaguar’s ‘Good to be Bad’ Campaign, with the new advert debuting during the Champions League final.

We’ve seen Jaguar’s advertising campaigns playing on Hollywood’s penchant for casting British actors as villains, with the ‘Good to be Bad’ video promo airing during last year’s Superbowl – and later in the UK – starring Sir Ben Kingsley, Tom Hiddleston and Mark Strong as a trio of British Villains, and promoting the Jaguar F-Type in the process.

Now Jaguar’s advertising people have turned their attention to the ‘Good to be bad’ theme again, only this time they’re making the star of the new video Jaguar’s latest baby – the new Jaguar XE.

The 60 second video – dubbed ‘Jaguar Master Plan’ – sees Tom Hiddleston back as the villain (although he appears to be taking the Mastermind role from Ben Kingsley this time) ordering Jaguar XEs to be set against the world, with the able assistance of Mad Max star Nicholas Hoult as the required mad scientist, and a real life Jaguar big cat too.

Filmed in and around London – and at the 007 Studios at Pinewood – the new Good to be Bad advert will get its premiere today (6 June 2015) during the Champions League Final before being rolled out across TV, cinema, digital media and print as Jaguar starts to fire its big guns to set the new XE on its way.

The original #GoodtobeBad’ campaign certainly did the F-Type’s sales no harm, so let’s hope, for JLR’s sake, it has a similar effect for the new XE.

Related Photos: Jaguar XE

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Jaguar XE ‘Good to be Bad’ Video