BBC America

Brits relish their baddies. So when BBC revealed its plans to air Accent of Evil, a full month of movies starring British villains, it needed a campaign with the chin-stroking, sinister-laughter attitude to match the name.

A devilish look and feel gave doom its day (then month.)

Take an iconic happy face. Then give it a sneer, arched eyes, devil horns and a blood-red complexion. What do you get? A face of evil custom-made for media. Add an arched speech bubble and some strategically placed pools of blood, and you’ve got a campaign that just revels in malevolence. Irresistibly. Across TV spots and the web, the lure of evil was overpowering.

And the happy ending? Well, the villains won.