British automaker Jaguar is crossing over to the dark side.
The luxury car company is jumping into the Super Bowl for the first time, where it will duke it out with GM and other auto giants for advertising supremacy.
While most marketers shun any association with bad guys, the Jaguar plans to explore the world of “British villains,” based on a new teaser spot announcing its entry in the big game.
The promo, narrated by British actor Aiden Turner, carries the Twitter hashtag #goodtobebad.
Jaguar’s 30-second spot for its new F-Type sports coupe will air in the second half of Fox’s broadcast of Super Bowl XLVIII on Feb. 2 at MetLife Stadium in the Meadowlands.
The F-Type convertible went on sale in the US last spring, but the coupe is due here in the spring.
While it falls near the bottom of overall US sports car rankings, the F-Type brand has seen strong year-over-year increases. Chevrolet’s Camaro was still the leader in September, according to GoodcarBadcar.net.
Jaguar joins a growing number of auto advertisers who have tipped their hand about being part of the Super Bowl commercial line-up. Already General Motors and Hyundai have said they’ll be in the Super Bowl.