Jaguar
Embraces Villainy, Becomes Cool Cat of
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There's **thing 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.
See also:
Rolex: How a 109-Year-Old Brand Thrives in the Digital Age
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.
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