Jaguar’s Super Bowl Teaser Reveals Its First British Bad Guy, Ben Kingsley

Spot will celebrate U.K. villains

Headshot of David Griner

Lunging out of the gate a bit earlier than its rival automakers, first-time Super Bowl advertiser Jaguar has launched a teaser clip for its game-day ad and a related microsite called

While the teaser doesn't shed much light on the plot of Jaguar's upcoming spot, themed "Good to Be Bad," it does reveal that the brand has tapped the talents of legendary U.K. actor Ben Kingsley.

Fresh off his red-herring role as Marvel's Mandarin in Iron Man 3, Kingsley has also been the bad guy in films ranging from 2000's Sexy Beast to 2005's BloodRayne (though I'm sure he'd rather we not mention that one). 

For now, the landing page features little more than the teaser clip and info on the new Jaguar F-Type coupe, which will be the star of the brand's Super Bowl ad. Meanwhile, digital content partner Studio@Gawker continues to post villainy-themed content on the campaign's blog, Good to Be Bad

Jaguar's Super Bowl buy is being coordinated by creative agency Spark 44 and media shop Mindshare.

For many more details on the advertisers confirmed for this year's big game, be sure to check out Adweek's Super Bowl Ad Tracker.

@griner David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."