 In January 2014, Hiddleston became a spokesperson for Jaguar Cars in their "Good to be Bad" ad campaign featuring British actors in villain-themed commercials to promote Jaguar's new models.The first commercial of the campaign, titled "Rendezvous", first aired during the 2014 Super Bowl and featured Hiddleston along with Mark Strong and Ben Kingsley.In April 2014, Hiddleston starred in another commercial in the campaign, titled "The Art of Villainy".