Big things are happening on TV Tropes! New admins, new designs, fewer ads, mobile versions, beta testing opportunities, thematic discovery engine, fun trope tools and toys, and much more - Learn how to help here and discuss here.
The Undertaker, when giving his Motive Rant upon one of his heel turns, said, "And I know that some of you are wondering how it is that I can join forces with such an evil, despicable, maniacal individual [as Paul Bearer]...well, if that isn't reason enough all by itself then I don't guess I can explain it to you folks any better!" He would go around calling himself The Lord of Darkness and saying things like, "Embrace the purity of evil," leading to the official debut of the Ministry Of Darkness (UT, Paul, theAcolytes, with Dennis Knight being "sacrificed" and renamed Mideon, on the January 11, 1999 Raw.
Eddie Guerrero (along with nephew Chavo as a tag team) was pushed as a heel in 2003 as someone who would always "lie, cheat and steal" his way to victory. It backfired, as fans grew to like the fact that Eddie was honest about his dishonesty (and because it made him look smarter than his foes).
Kane makes no effort to hide the fact that he's evil. It's in his intro video.
April Hunter would like to inform you "her" tag team of Taylor Made and Allysin Kay, Made In Sin, is not a play on their names but what they are! They embody the seven deadly, and will teach you the eighth.
More along the lines of card carrying jerk ass, but El Rudo De Los Rudos Axel Cruz fits otherwise.
Ethan Carter The Third in TNA openly admits to being a bad guy, because as he says, bad guys win in real life.