PAUL REVERE is recalled for shouting — whether or not he really did — “The British are coming! The British are coming!” Repeat that another time and you will summarize the plot of the first commercial that Jaguar will run during a Super Bowl.

The commercial — a 60-second spot scheduled for the second half of Super Bowl XLVIII, to be broadcast by Fox on Feb. 2 — will feature three British actors famed for portraying villains: Tom Hiddleston, Ben Kingsley and Mark Strong. (Actually, “The British are coming!” applies to the commercial four times in that its director, too, is British: Tom Hooper, who directed films like “The King’s Speech.”)

The dastardly roles of the actors inspire the theme for the commercial and for a six-month campaign that will follow it: “Good to be bad.”

The campaign for the car brand with the British heritage, estimated at more than $25 million, also involves teaser commercials, one of which, with Mr. Kingsley, began running on Saturday; a dedicated landing page, britishvillains.com, on the Jaguar USA website; a “Good to be bad” blog, produced by Gawker Media; content in social media, signaled by a hashtag, #GoodToBeBad; print, online and outdoor ads; partnerships with IFC, Pandora and Sports Illustrated; and ads that will wrap F train subway cars.