Each year in February car maker engage in a full-on war to secure the best ad spots during the Super Bowl. Jaguar has been clever this time, securing one of the best spots available months in advance, because they want to use it to promote a very special car.

It is the new Jaguar F-Type Coupe, set for debut at Los Angeles Auto Show, which will be presented during the second half of Super Bowl XLVIII. The 30-second spot will try to promote the F-Type from a different perspective. They will try to deliver the message the bad can sometimes be good:

“British characters make convincing and entertaining villains in landmark films, combining intelligence with charm; restlessness with calm; and always exuding confidence,” Says Jaguar in describing the Super Bowl ad.

The ad will also feature renowned British actors. It is being filmed by Academy Award-winning British film and television director Tom Hooper in London.  Hooper said: “This is one of those jobs that can really be a lot of fun, so I was quite happy to oblige when Jaguar asked me to be a part of their first Super Bowl commercial.”