https://www.youtube.com/watch?v=12pTd_N4dtc
Tom Hiddleston is back in a second installment of Jaguar’s Art of Villainy campaign, with ‘There’s a New Boss in Town’, also featuring Nicholas Hoult (Xmen, Mad Max). The previous ad was banned in the UK by Britain’s Advertising Standards Authority for seemingly exceeding speed limits in an enclosed environment despite not actually doing so. Naturally, this didn’t stop the ad from going viral online, since it combined the magic combination of Tom Hiddleston, his legions of fans, Shakespeare and fast cars. Oh well. Nice try, ASA.
Previous banned ad:
Considering the audience that Tom Hiddleston generally appeals to, does this actually sell more Jaguars? Do Loki fans buy Jaguar cars? No one knows. But it’s definitely a very made-for-digital ad for the tumblr age. From Kim McCullough, the Vice President of Jaguar Land Rover North America:
“Jaguar had fallen off the radar for a generation of car buyers, and it was very important to raise the profile,” she says of the $25 million-plus campaign that introduced the F-Type Coupe. “It was the beginning of a complete brand transformation.”
“Good to be bad,” which became the most-used hashtag during the game, featured actors Ben Kingsley, Mark Strong and Tom Hiddleston doing their most magnetic and cheeky British villain patter.