Sir Ben Kingsley, Tom Hiddleston and Mark Strong explain Hollywood’s habit of casting Brits as bad guys in Jaguar’s Super Bowl ad. The spot, by Jaguar’s in-house agency, Spark44, introduces the F-Type Coupé. Throughout the ad, the actors discuss the qualities that make the British such convincing baddies, such as the accent and an apparently ubiquitous lust for power. The final trait, Kingsley says, is that they all drive Jaguars. He then ends the spot by saying: "Oh, yes. It’s good to be bad." It was created by Martin Cox, Matt Page and Piggy Lines, and directed by Tom Hooper through Smuggler.