Last week while many of you, most especially the menfolk, were grunting and gurning and gyrating with excitement as 22 very small men wearing very large plastic exoskeletons threw a ball back and forth, I was watching the ads. Well, I watched them the next day on YouTube, but let’s not get pernickety on the details.
Had the time zone been marginally less stupid o’clock, I would still not have watched the Big Game live. I don’t appreciate American Football. Learning the rules of the three codes of football (Rugby League, Rugby Union and Australian Rules) played prevalently in Australia was quite enough until I got to Europe where I’ve since gathered the requisite working knowledge of soccer. Adding a fifth code is just plain ridiculous; especially when I’ve got so much data already vying for space in the corridors and alcoves of my mind palace.* However, pop culture fangirl that I am, as every year, I was curious to check out the latest crop of mega-buck Super Bowl publicity.
This year, a spritely little vignette featuring Anna Kendrick briefly interrupted the traditional worship at the altar of Budweiser and machismo. There was something very long and boring starring Arnie and even Ellen Degeneres, seemingly the antithesis of all that is the testosterone turbocharged NFL, danced about to flog her powder blue earphones.
My own little world stopped when they started banging on about cars, which is odd because I do not own a car, and even odder, because I cannot drive. When Jaguar decided to brand their 60 seconds of football-fuelled propaganda #BritishVillains, I obligingly sat up and paid attention.
The Jaguar advertisement was made exclusively for American consumption and will not be screened for Her Majesty's, or any of her subjects' pleasure; the country in which it was filmed, the country from whence Jaguar hails and the country native to the three men who feature in the humorous little celebration of all that is bad in Britain. The three actors make suppositions as to why it is that the baddies are so often British. They reference power, the stiff upper lip, the precision and their obsession for details. All of them are wearing suits and bowties as they approach the Palace. All of them are very, very handsome.
Ben Kingsley won an Oscar playing the most generous man that ever lived in Ghandi, Tom Hiddleston is more often seen in Shakespeare than Asgard and Mark Strong is regularly cast as the Arab intelligence officer, despite being Italian. But in this advert, these three men were bundled together representing the new British Invasion. Americans aren’t bad enough to play their own baddies, so they’re importing them from the UK.
When interviewed by the ultimate British baddie Jeremy Clarkson, Benedict Cumberbatch, Star Trek’s resident baddie, was asked why all the bad guys in Hollywood films are British. Cumberbatch suggested that it was because Americans speak with warm round vowels while Brits speak in a staccato of clipped consonants. He implied that their accent makes them sound more intelligent, rendering them much nastier than their cousins across the Atlantic. Being well spoken, being intelligent naturally suggests that you are bad.
I don’t disagree. Our collective consciousness is drowning with idiots getting their 15 minutes because they were filmed doing something stupid on a smartphone. If you don’t believe me, check out the latest episode of Rich Kids of Beverly Hills^ or check out just about anything on Twitter or Instagram. Being vacuous and inane is its own reward in our new establishment. You might even make a million from your sextape. Being clever is not only frowned upon; it is potentially the root of evil.
Why are British actors taking over Hollywood? Why is America gaga for Maggie Smith’s vitriolic barbs in Downton? Why was a man with a moniker most people can’t spell let alone say voted sexiest man?
Ben Elton, the brilliant mind that wrote Blackadder and We Will Rock You, suggested during one of his stand up routines that Hollywood movies use British voices for baddies because it harks back to the War of Independence. The original American bad guys were British soldiers; think Jason Isaacs in The Patriot. Elton’s theory certainly makes sense, but I’ve got another one.
Maybe it is just because many contemporary American actors, pumped up on inflated paychecks, scientology and macrobiotic goji berry smoothies are very, very conscious of their public image. Playing a character that is mean, or controversial, or unchristian, is anathema to securing lucrative cosmetic and jewellery sponsorship deals.
I’m a big fan of the mega hit Homeland. I wondered early on why it was that the lead actor, Damian Lewis playing an American soldier, was not American. That character, Nicholas Brody, is a traitor to the American people, a converted Muslim that spends much of the first series on his knees calling out in Arabic. Is it too much to theorise that the casting agent couldn’t find a local star willing to do it?
As with any rule, or any of the gross generalisations previously featured on these pages, there are exceptions. The lately departed Phillip Seymour Hoffman had the biggest acclaim of his career playing a very, very nasty gay man and John Malkovich does a brilliant baddie, but generally speaking, if ever a character is going to be universally despised, the actor is foreign. Stephen Spielberg cast Englishman Ralph Fiennes as the German Nazi camp director in Schindler’s List, American Hannibal Lecter is portrayed by English Anthony Hopkins and in Titanic, the poor good Irish were trapped downstairs while the nasty English drank tea from porcelain cups before sailing off to safety in life rafts.
I’m sure that when Jaguar made their ad, they were just being funny, playing up on the recent anglophilia that has gripped the stars and stripes. Their little girls are fainting over One Direction while their mums are having hot flushes for Matthew Crawley. London has just this past year overtaken Paris to become the European city most visited by Americans. I suspect that the Olympics had something to do with it. I also suspect that the current craze for all things transatlantic is not likely to end anytime soon.
If it means more Benedict, I’m not going to complain.
*Yes, that is a reference to Sherlock. He and I share the same megalithic intellectual capabilities
^Actually don’t. Even my admittedly low-level crap-o-meter forced me to look away after 15 minutes