Amber Ray
March 23, 2014 AT 06:29 PM EDT

Benedict Cumberbatch knows a thing or two about playing bad. (And brilliant. And both.) So it was a no-brainer to have the Jaguar spokesman lend his voice to the luxury car company’s new “Good to Be Bad” ad campaign.

The voiceover spot comes on the heels of Jaguar’s devilishly fun Super Bowl commercial featuring Tom Hiddleston, Ben Kingsley, and Mark Strong as very bad men enjoying the good life (or at least enjoying British-made modes of transportation).

Our only objection here is that we don’t actually get to see the Sherlock star in the new commercial. Well, at least there’s this “Alive” ad he filmed for the company back in 2012:

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