Jaguar Embraces Villainy, Becomes Cool Cat of Auto Brands

There's nothing wrong with being a bit wicked, Jaguar would like us to believe

That's the sentiment behind Jaguar's recent "Good to Be Bad” campaign, a smattering of placements, commercials and activations (e.g. an ad that wraps around a New York subway) that celebrates the calculated and sophisticated villainy of British film actors and the brand's heralded new sports car, the F-Type Coupe.

Jaguar didn't spare any expense on the campaign. According to The New York Times, it spent more than $25 million on 'Good to Be Bad.'

Despite the steep price tag, Jaguar says it was worth every cent, er, pence. Read more...