The 'Good to be Bad' Campaign was at large in 2014, due to the revival of the 2014 Jaguar F-Type and the Superbowl hype. Jaguar Canada (Western Division) wanted to revive the campaign and put the approach towards the 2014 Jaguar XJ.
These ads were created to portray just how 'tough' the XJ truly is, while subtly undermining the other German competitors. Can you guess which ones? (cough: Audi, Mercedes & BMW)
**note: All were approved, however, were redesigned to feature other models. These were the original concepts, and still my favourites. I'm biased, of course.