The Superbowl ad breaks are fast shaping up to be more exciting than the actual game. Hot on the heels of David Beckham's H&M exclusive, word of another unmissable first has reached us. And it's good.
Firm ELLE favourite (and all-round hunk) Tom Hiddleston is set to star alongside fellow British bad guys Ben Kingsley and Mark Strong in Jaguars first ever Superbowl commercial.
The advert, which features the Jaguar F-Type Coupe, shows off the more sinister side to the car in what will undoubtedly be a memorable 60 seconds.
You can catch the commercial on Channel 4 throughout Superbowl XLVIII on 2 February.
Dont forget to let us know what you think of it on Twitter @ELLEUK #GOODTOBEBAD.