Jaguar recruited Professor Stephen Hawking to play the role of a villain in its commercial for it’s first performance SUV,  the Jaguar F-Pace. "You all know me as Professor Stephen Hawking, the physicist wrestling with the great concepts of time and space. But there is another side to me that you may not know: Stephen Hawking the actor. I have always wanted to be in a movie playing the part of a typical British villain. And now, thanks to Jaguar my wish has come true.” The advertisement  was created by US marketing and advertising agency Spark44 and directed by “King's Speech” director Tom Hooper.