Jaguar is using its F-Type Coupe in an ad for the super Bowl XLVIII on February 2, 2014. The campaign will be called "British Villains" and include Jaguar's first television commercial for the sports event.

The campaign asks the question, “Have you ever noticed how in Hollywood movies, all the villains are played by Brits?” and will launch with a unique hashtag, #GoodToBeBad, projecting the image of the British villains onto the F-Type Coupe.

“The campaign signals that the F-Type Coupe is the new British bad boy in the segment and is designed to disrupt the tradition-bound sports car market,” said Jeff Curry, Brand Vice President, Jaguar North America. “We look forward to bringing the best of British film to the Super Bowl viewing audience with renowned actors and Academy Award-winner director Tom Hooper,” he added.