%% Due to the nature of this trope, finding a proper image will be very tricky.
%% Thus, do not start a thread without a solid suggestion.
%% Image Pickin' thread for reference: http://tvtropes.org/pmwiki/posts.php?discussion=1518692734005554800
%% Quote pulled per General Page Quote Discussion: http://tvtropes.org/pmwiki/posts.php?discussion=1327331003042025100&page=197#4913

->''"So Zoe's a villain now, hmm? I've had bigger twists with my lemon in my rum and coke...with no lemon, but hell, let's just go with it."''
-->--'''WebVideo/TheNostalgiaCritic''', "Alvin and the Chipmunks: Chipwrecked'' review

A character that is thought to be one of the good guys turns out to have always been evil.

For example, the hero is searching for a very special treasure. Too bad he doesn't know his way around. He meets a very nice person who offers to help the hero find the treasure. But wait, wasn't the temple supposed to be toward the south? Then why are you walking north? And why won't his guide answer his questions? And oh drat, there's the BigBad. That "guide" was his minion, and thus evil all along.

Also known as the [[UsefulNotes/AdolfHitler "Dadolf Scmitler."]] If the movie is constantly trying to deceive the audience like this, it can be harder for the audience to get to know the villain.

Compare BigBadFriend, TheMole, and BaitTheDog. Contrast GoodAllAlong and BigBadSlippage.

See HiddenEvil for subtropes. Not to be confused with FaceHeelTurn, which is a legitimate good guy going evil. This is when the character was always bad and faking good, not a fall to the darkside.

'''As this trope often involves major {{Plot Twist}}s, all spoilers are unmarked.'''

Administrivia/NoRealLifeExamplesPlease [[noreallife]]


[[folder: Anime & Manga]]
* ''Manga/AttackOnTitan'': The series zigzags this all over the place due to its GreyAndGrayMorality.
** Annie Leonhart, Reiner Braun, and Bertolt Hoover are revealed to be [[TheMole enemy spies]] sent to infiltrate the military and responsible for much of the bloodshed during the first half of the series. Then things become more complicated, with the revelation that while they are enemies....they are also complex, emotionally-damaged {{Tyke Bomb}}s who express remorse over their actions and don't seem to have any choice but to carry out their mission.
** The Military Police Brigade are infamously corrupt, but turn out to have a special Branch that operates out of the Capitol. This branch is the SecretPolice charged with protecting the GovernmentConspiracy, primarily through torturing and murdering such dangerous individuals as weapons inventors, {{Bold Explorer}}s, curious miners, teachers that question official versions of history, and powerful officials' mistresses. When the Survey Corps gets a little too close to the truth, they launch an extermination campaign against them by framing them for murdering civilians, smearing their already-poor reputation through propaganda, destroying their hideouts, arresting any of them that can be found, and sending out specialized units to kill them on sight, leading to a large civil war.
* ''{{Manga/Bleach}}'':
** Aizen was initially introduced as one of the nicer Captains of Soul Society, and even questions the higher-ups decision to execute Rukia. He turns out to be TheManBehindTheMan who started the whole conflict to begin with.
-->"The Aizen you knew...'''[[ThatManIsDead never even existed]]'''."
** And Ginjou, who, with the help of his accomplice Tsukishima's ability, manages to make it seem as though he and Tsukishima are enemies (because courtesy of Tsukishima's power, [[MemoryGambit he actually believes they're arch-enemies]], enabling him to get close to Ichigo and use him in his plan until it involves Tsukishima using his power on him again, reverting him to normal.
* ''VideoGame/BlueDragon'': Zola near the end of the series. Though it appears at first that it's just a simple FaceHeelTurn, the characters try to fool themselves into thinking that. Evidence in the last episodes proves otherwise.
* Anime/Danganronpa3: Chisa was forced into having a FaceMonsterTurn after being brainwashed in Episode 9 of Side: Despair in which they never found a cure for her brainwashing and she secretly pretends to a NiceGirl so that nobody suspects her into a Remnant of Despair.
* ''Franchise/{{Digimon}}'':
** In ''Anime/DigimonAdventure02'', Ken was the evil Digimon emperor all along. This is made ''glaringly obvious'' from his first appearance onwards.
** In his first official appearance in ''Anime/DigimonSavers'', Akihiro Kurata claimed to want to help Data Squad and his old friend Commander Sampson. He showed his true colors soon enough.
* ''Anime/DragonBallSuper'': Freeza's apparent GoodCounterpart Frost turns out to be the very same as Freeza, just less prideful and is a VillainWithGoodPublicity.
* ''Manga/ElementalGelade'': Rasati and Lillia's guardian. He broadcasts it from a mile away, but Rasati doesn't seem to notice.
* ''{{Manga/Hellsing}}'': Walter, Hellsing's butler and soldier, is revealed to be working for the Millennium Nazis (only in the manga).
* ''Manga/FutureDiary'': In Chapter 50, Akise claims that Yuno is the actual villain, and is planning to use Yukiteru to drive him to the brink of despair and kill him in order for her to become God. It seems that Akise was right and wrong at the same time. [[{{Yandere}} Yuno wants to kill him, but only so they can be]] ''[[{{Yandere}} together forever]]'' via an endless cycle of {{Peggy Sue}}s. [[MindScrew Maybe.]]
* ''{{Manga/Naruto}}'':
** Kabuto Yakushi actually did manage to pull off the "helpful, harmless stranger" routine pretty well. From his [[AffablyEvil personality]], to his [[MinoredInAssKicking appearance]] there's very little to tip you off to his being a threat. He was trained from childhood specifically for this, having worked as a spy on behalf of the Hidden Leaf Village from within all of the other major ninja villages.
** Shinnō of ''Anime/NarutoShippudenTheMovieBonds'' spent fifteen years posing as a kind doctor, CoolOldGuy, and even a ParentalSubstitute to Amaru when in reality he's a callous, [[LackOfEmpathy heartless]] {{Jerkass}} who was secretly using the nearby villagers' negative emotions to gather dark chakra for the [[EldritchAbomination Zero-Tails]]. Not only that, but it's revealed that he himself taught Orochimaru several of his trademark reincarnation techniques.
** Sasuke Uchiha is revealed to have been this near the end of the series. Promptly after Kaguya is sealed away, with Obito and Madara also defeated, he announced his plan to kill the Kages and seal away the Tailed Beasts, revealing that his supposed HeelFaceTurn was really just an EnemyMine.
*** Somewhat diminished both by Sasuke having genuinely abandoned his original goals and changing sides (it's just that his new plans to do ''good'' come from the same fundamental difference in his and Naruto's personalities and he's still not on ''Naruto's'' side) and by this mainly being a surprise to the audience (and Sakura): Naruto wasn't that shocked and Sasuke had already made his future intentions known to a number of people present, none of whom said anything because they knew he'd fight it out with Naruto to decide which of their philosophies was superior and they'd given up on any long-term plan beyond "hope that gets settled this go-around".
* ''Manga/OnePiece'':
** Nami is a minor case of this: she was introduced as a thief who stole only from pirates, but after about three arcs of her being seen as a good person, the fact that she stole their ship and treasure still came as a surprise…but nowhere near as much of one as when she's revealed to be a member of another, much more ruthless pirate crew. What makes this a minor case is that while she had been planning on betraying them the whole time, by the time she finally did, she had already gone too far into BecomingTheMask, and clearly missed them. That's not the full story, of course…but it's enough for this trope.
** Klahadore from the Syrup Village arc is introduced as a strict but good-natured butler to a sick and kind young rich girl. A short while later, it's revealed that he's Captain Kuro, a cruel and cunning pirate captain who had faked his death three years prior, and since then had been plotting to kill said rich girl and steal her fortune for a quiet retirement.
** In the Jaya arc, Blackbeard encourages Luffy to continue to pursue his dreams after he is mocked by another pirate crew. This guy would go on to defeat Luffy's elder brother Ace and hand him over to the World Government. When his and Luffy's goals cross over in Impel Down, he gloats about this in his face, provoking a small fight.
** In the Enies Lobby arc, it turns out that four of the main antagonists had been undercover as good guys for five years: the ventriloquist shipwright Rob Lucci, the flying shipwright Kaku, the dutiful secretary Kalifa, and the kindly bartender Blueno are all revealed to be government-sanctioned assassins.
** From the Totto Land arc we have Pudding. Originally introduced as the WhiteSheep in Big Mom's family and Sanji's sweet, innocent fiancee. It later turns out that [[MasterActor her entire personality is a lie]] and she's just as evil as her mother.
* ''Anime/PantyAndStockingWithGarterbelt'': In the last minutes of the final episode, we find out that Stocking is actually a demon.
* ''Anime/{{Pokemon}}'':
** ''Anime/PokemonJirachiWishmaker'', where Butler seems like a good guy but is actually evil and tries to abuse Jirachi's power. However, his efforts [[GoneHorriblyWrong go horribly wrong]], and he makes a HeelFaceTurn. It helps that despite his evil, he did have [[LoveRedeems genuine love for his assistant, Diane, who opposed his efforts when the wickedness thereof took form.]]
** And Domino from ''Anime/PokemonMewtwoReturns'', who seems like a good-natured ditzy teenage girl but is actually a mean, hyper-efficient Team Rocket operative who is working directly under Giovanni.
** The special episode ''The Mastermind of Mirage Pokemon'' has the Mirage Master turn out to be Dr. Yung, the creator of the Mirage Pokémon system.
* ''Anime/YuGiOhZEXAL'': ''Good heavens'', Shingetsu. At first, he called himself a "Barian Guardian", and though it was clear he was a native of the Barian World, he seemed to be a decent guy who opposed the evil plans of the others, befriending Yuma and offering to help him. As it turned out, this was cruel deception. His true identity was Vector, who was not only evil, but likely the most evil and sadistic member of the Barians (or any villain of the current series) to date. (To make this worse, it is very likely that he was actually subordinate to an even ''stronger'' Barian.)

[[folder: Comic Books]]
* Infamously, Terra from ''ComicBook/TheJudasContract'' arc of ComicBook/TeenTitans. She's arguably the first character who was TheMole all along, and she didn't even reform.[[note]]Unless you count the "second Terra", since right up until her death the writers flip-flopped on whether she was a clone of the original, or the original with amnesia.[[/note]] Her goal the entire time was to take down the Titans because she hated how goody-goody they were.
* ''{{Comicbook/Deadpool}}'' has Shiklah. WordOfGod, Gerry Duggan says he received complaints about how evil Shiklah sometimes acted to Deadpool, and how he was ruining their relationship. He states that he reminds people that Shiklah is a demon, and that she did try to kill Deadpool when she first met him -he was just spared by his HealingFactor. Editor Jordan White, via social media, also mentions that Shiklah has always been evil. He says Shiklah only seemed more sweet and innocent during The Gauntlet series because she was new to the modern world, thus more naive to how everything worked, thus she had an infant curiosity and excitement to things.
* Every time ComicBook/{{Mystique}} seems like she is going through a HeelFaceTurn, it will [[SubvertedTrope end like this]]. In one alternate future her name becomes the equivalent of Judas. Somehow she's just that good at faking it that people who know her full history still get taken in when she pretends to be reformed.
* In ''ComicBook/AvengersVsXMen'' Magik is revealed to be this, and a MagnificentBitch to boot.
* ''ComicBook/ArchieComicsSonicTheHedgehog'': Geoffrey St. John is revealed to have been in league with [[EvilSorcerer Ixis Naugus]] since the days of the Great War.
* In ''ComicBook/TheMiceTemplar'', Pilot the Tall reveals in Issue 6 that he's been in league with Captain Tosk and [[BigBad King Icarus]] all along, and he was only using Karic as a means for "redemption."[[note]]He truly isn't seeking absolution. He only desires to prolong his life and to save himself from eternal damnation, even if it means putting innocent lives in danger.[[/note]]
* In the ComicBook/{{New 52}} version of Franchise/WonderWoman, the Cheetah was once Barbara Minerva, a scholar who helped Diana out in cases and Diana considering the woman her first true friend in this world. When a mystical dagger turned Barbara into the deadly Cheetah, Diana tried to help her friend be restored and break this curse. Diana is rocked to discover that Barbara had a long record as a thief and con artist who'd been using Diana to get her hands on various rare items. The Cheetah spirit had been meant to protect a tribe but the inner darkness of Barbara turned it into a beast. Diana is stunned to realize Barbara was never her friend, never an innocent and (as Batman puts it), the Cheetah didn't corrupt her, ''Barbara'' corrupted the Cheetah.
* In the first arc of ''ComicBook/DetectiveComicsRebirth'' Jacob Kane ([[ComicBook/{{Batwoman}} Batwoman's]] father) is revealed to be the leader of the Colony, the initial antagonists of the series. He had been planning for years for Kate to join the Colony one day, even adapting his expectations to her own independent vigilantism in the wake of her dismissal from the Army. Downplayed in that Jacob isn't portrayed as evil or even a villain, but a man blinded by his personal vendetta against terrorism who completely misread his own daughter's expectations and goals for her own life.
* In one ''ComicBook/TwoThousandAD'' SpaceWestern short story, a group of cowboys help protect some human townsfolk from alien raiders who's trying to kill them. After the cowboys killed the raiders and their leader confronts the dying boss of the raiders, the raider calls out the cowboys on what have they done as it is revealed that the raiders were hunting down the townsfolk as they're actually alien insects who disguise themselves as humans to eat other humans who come to their town. By the time the cowboys realizes the truth, the towns folks revealed their true forms and kills all of them.
* Both more recently and infamously than the aforementioned Terra example is ComicBook/CaptainAmerica. During the ''ComicBook/CaptainAmericaSteveRogers'' storyline, he utters the words "Hail Hydra" - [[NotMakingThisUpDisclaimer Yes, you read that correctly]]. This caused a large fan backlash, mainly because unlike with Terra, ''this was the original one''. It unsurprisingly didn't stick.

[[folder: Fan Works]]
* Vaticus Finch in ''FanFic/TheTaintedGrimoire'' was not revealed as evil to Clan Gully until later.
* Bachiko and Meiko in ''Fanfic/PerfectionIsOverrated'', being the [=SUEs=] responsible for infiltrating Fuuka Academy, playing "matchmaker" for various characters, and posing as Mai's friends to monitor their progress.
* ''FanFic/FriendshipIsAura'': Cerberus turns out to be much more intelligent than he let on, and has been scouting out Equestria for [[BigBad Lord Tartarus]] for ages.
* In the ''FanFic/PonyPOVSeries'' [[BadFuture Dark World]], this is the case with [[TheVoice the Nameless Passenger]], who turns out to be the true BigBad, [[HeWhoFightsMonsters Nightmare]] [[KnightTemplar Eclipse/Paradox]].
* Kindly Professor Oak in the Franchise/{{Pokemon}} fanfic Fanfic/ThePowerThatsInside.
* ''[[FanFic/KingdomHearts3FinalStand Kingdom Hearts 4: New Light]]'': Pith's LoveInterest, Briana. When she finally appears in person late in the fic, revealed to the the princess of Hazy Hamlet, she appears to be a NiceGirl through and through, to the extent that Patria, who freely admits to having trust issues, vouches for her kind and sweet nature. Then, when she's alone with Pith, she shoots him with a crossbow and is revealed to not only be the daughter of Braig, but be the leader of the [[QuirkyMinibossSquad Sovereign Enforcers]], who has been spying on Sora's family for years to avenge what they did to her father. To twist the knife even further, Briana tells Pith to his face that she was disgusted having to pretend to be in love with him and has been wanting to kill him from the minute they met.
* In [[https://www.fanfiction.net/s/7662761/1/Charade "Charade"]] Harry is revealed to have been EvilAllAlong, having played both the Light, Dark and the Ministry for fools. with Voldemort having [[spoiler: been killed a long time ago, and his corpse used as a puppet to make people think he was still alive]].

[[folder: Films -- Animation]]
* ''Franchise/DisneyAnimatedCanon'':
** The UrExample is in ''Disney/{{Pinocchio}}'', where Stromboli appears to be kind at first, but then threatens to chop Pinocchio into firewood.
** In ''Disney/AtlantisTheLostEmpire'', Rourke and the other mercenaries (everyone on the expedition ''but'' Milo) were EvilAllAlong. Fortunately a DownerEnding is averted when everyone but Rourke and Helga do a HeelFaceTurn.
** In ''Disney/{{Tarzan}}'', it turns out Clayton was planning all along to capture and sell Tarzan's gorilla family.
** Prince Hans from ''Disney/{{Frozen}}'', he only pretended to love Anna so he can take over the kingdom.
** Assistant Mayor Bellwether from ''Disney/{{Zootopia}}'' ends up being the sociopathic mastermind behind the plot to drug predators into turning savage in order to turn the prey species against the predator population of the city.
* In the first ''WesternAnimation/IceAge'', Diego initialy is this. He makes a HeelFaceTurn, however, and becomes a member of the crew in the sequels.
* In the ''WesternAnimation/KimPossible'' [[TheMovie movie]] ''[[WesternAnimation/KimPossibleMovieSoTheDrama So The Drama]]'', the boy for whom Kim falls turns out to be working for Drakken. And a [[RoboticReveal robot.]]
* ''Franchise/ScoobyDoo'':
** ''WesternAnimation/ScoobyDooOnZombieIsland'' features this as well. Simone, Lena, and Jacques are the real antagonists, who must drain the life force from other humans at the harvest moon to preserve their immortality. The zombies on the island are the restless spirits of their victims, and were only trying to keep the gang from suffering the same fate.
** Ben Ravencroft from ''WesternAnimation/ScoobyDooAndTheWitchsGhost.'' He claimed that his ancestor, Sarah Ravencroft, was wrongfully accused of being a witch and that he is trying to find a journal that belonged to her so that he can clear her name. But then it turns out that Sarah really was a witch and the journal that Ben was looking for was actually a spell book that he planned on using to bring Sarah back from the dead so that they can rule the world together... only to be shocked when he does so and Sarah reveals that she would rather destroy the world than do so.
* Stinky Pete from ''WesternAnimation/ToyStory2'' seems nice enough at first but is so obsessed with staying in mint condition for exhibition in a museum that he'll stop at nothing to keep Woody from having second thoughts, even if it means manipulation and threats, and especially harbors resentment against space toys such as Buzz Lightyear.
** From the PilotMovie of ''WesternAnimation/BuzzLightyearOfStarCommand'', there's Warp Darkmatter, Buzz's supposedly-DeadPartner who is in fact TheDragon to Zurg and had been on his payroll since the academy.
** Lotso from ''WesternAnimation/ToyStory3'' [[FauxAffablyEvil has a warm-looking personality]], but is revealed to run the daycare center out of the other toys' fear, and later on in the garbage dump leaves Andy's toys for dead [[UngratefulBastard after his life gets spared]].
* This is shown in ''WesternAnimation/TheWildThornberrys'' as well. in the film, Bree and Sloan are revealed to be the poachers that kidnapped Eliza's cheetah friend, Talley, halfway into the movie. Eliza camps with them on her journey to find Talley and she wakes up in the middle of the night to look for them and as she's looking in their RV, she finds Talley and almost immediately, Bree and Sloan show up and reveal themselves as the poachers.
* ''WesternAnimation/{{Coco}}'' has the famed singer Ernesto de la Cruz, who is revealed to be a murderous fraud who lacks real song writing talent.

[[folder: Films -- Live-Action]]
* ''Franchise/IndianaJones''
** Used in ''Film/RaidersOfTheLostArk'', in which the guide at the beginning runs away with the treasure.
** Indy's father may have smelled the HoneyTrap, but Indy himself didn't in ''Film/IndianaJonesAndTheLastCrusade''. Was anyone else surprised?
** In ''Film/IndianaJonesAndTheKingdomOfTheCrystalSkull'', Indy's friend turns out to have lied about being good near the end of the movie, though it's kind of obvious even before he admits it. He's shown having left a trail of beacons for the Soviets to follow.
* In ''Film/CrouchingTigerHiddenDragon'', Jen Yu / Yu Jiaolong had pretty much everyone fooled and feeling sympathetic. After all, in this day and age, who ''doesn't'' feel sorry for an aristocrat's daughter who dreams of a warrior's life, being forced into an ArrangedMarriage. Then the movie gets deeper, and reveals the lengths she's going to in order to pursue her dream, learning martial arts from the notorious thief [[EvilMentor Jade Fox]] using a cursed sword and becoming a cold-blooded killer. Still [[TragicVillain somewhat sympathetic]], but not as much.
* In ''StarWars [[Film/RevengeOfTheSith Episode III: Revenge of the Sith]]'', Chancellor Palpatine turns out to be Darth Sidious, the head of the Sith. [[TheChessmaster And he's been playing both the Republic and the Separatists, along with the Jedi, for complete schmucks.]] This was hardly a surprise to the viewers, who had already seen Palpatine as the Emperor in ''Film/ReturnOfTheJedi''.
* ''Film/{{Dragonheart}}'': Though it is initially assumed that Prince Einon being revived by a portion of Draco's heart to have turned him bad, he eventually reveals that he was evil before that, and in fact [[DeceptiveDisciple played Bowen for a fool]] to learn how to fight.
* ''Film/{{Alien}}''. Ash is revealed to be a robot, working for The Company to bring an alien back, at the expense of the other crew members if necessary.
* ''{{Film/Aliens}}'' reveals that Carter Burke sent the message that caused the colonists to become hosts for the aliens, and was planning to have the rest of the crew impregnated with them too - including Newt, a ten year old child.
* Ferriman in ''Film/GhostShip'' poses as a meek weather service pilot to lure the crew of the ''Arctic Warrior'' to the ''Graza''. He proves himself useful throughout the film and even seemingly saves Epps from an insane Murphy, but it's all an act. He's actually working for Hell and started the massacre on the ''Graza''. It's implied he's done this many times over, with the fresh bodies in the laundry room being from a previous crew he led into the trap.
* ''Film/TheHole'' reveals that Liz locked all her friends down in the bunker and allowed Frankie to starve to death, and Mike to murder Geoff - all in an attempt to make Mike fall in love with her. After escaping the hole alone, she frames Martyn and kills him to make it look like a suicide.
* ''Film/X2XMenUnited'': Magneto, who, right after saving the mutants of the world, can't resist seizing the opportunity to use Stryker's technique against humanity.
* ''Film/StarTrekIntoDarkness'': Admiral Marcus gives off the impression that he's a ReasonableAuthorityFigure. He's actually an InsaneAdmiral who worked with and tortured former EvilOverlord Khan Noonien Singh. Marcus also wanted to sacrifice the crew of the ''Enterprise'' just so he could jump start a war with the Klingons.
** Not the only example either. John Harrison, the terrorist that Admiral Marcus sent the Enterprise crew after who seems like he's actually an okay guy being manipulated by Marcus just like the heroes? Turns out that he ''is'' Khan Noonien Singh. And he's out for revenge [[DisproportionateRetribution on the entire Federation]] for what Marcus did to him.
* Miranda Tate/Talia al Ghul in ''Film/TheDarkKnightRises''. Not ''too'' surprising if you catch a certain ChekhovsGun, but it's a blink-and-you-miss-it shot and easily overlooked.
* On a large scale, in ''Film/CaptainAmericaTheWinterSoldier'' we learn that SHIELD as an organization was EvilAllAlong, having been infiltrated by the Nazi organization HYDRA ever since SHIELD's creation at the end of WWII.
* Similar to how [[Film/CaptainAmericaTheWinterSoldier SHIELD was penetrated by HYDRA]], in the ''Film/JamesBond'' film ''Film/{{Spectre}}'', 007 and M, the head of MI6 and Bond's superior, learn that the titular NebulousEvilOrganization Bond fought over the years has secretly managed to penetrate the British spy agencies, and that [[spoiler:Max Denbigh/C, the head of MI5 and M's rival, was the MoleInCharge and working]] for BigBad [[spoiler:Franz Oberhauser/Ernst Stavro Blofeld.]]
* Toward the end of ''Film/TheWailing'', Il-Gwang tells Jong-Goo that he made a mistake when identifying who is behind the curse of the village. He thought it was the Japanese hermit, when it was in fact the nameless WomanInWhite who appeared to Jong-Goo at the start. However, the ending reveals that he was lying and 'he' was the secretly evil one.
* Edwin from ''Film/{{Predators}}'' seems for most of the movie to be fairly normal compared to the rest of the cast of killers, in fact Royce points out that he doesn't seem to belong, but near the end he reveals himself to be a SerialKiller back home who wants to stay on the Yautja's hunting planet because he liked it better there.

[[folder: Literature]]
* ''Literature/ABrothersPrice'' has Kij Porter, who Ren considered a close friend.
* In ''Literature/DragonBones'', there is Bastilla, the slave, who turns out to have been working for the enemy all along. There's also Landislaw, but that's not as big a surprise, as his morality is portrayed as quite questionable from the beginning, and he never works together with the heroes.
* [=ForceFlow=], Tash's Internet-friend in ''Literature/GalaxyOfFear''. Turns out he was the BigBad all along and giving ''lots'' of people information about the Jedi in the hopes of luring them to touch his [[LifeEnergy Essence Stealer]], hoping one of them would be Force Sensitive so he could study their essence and what made it different.
* In ''Literature/GoneGirl'', we spend the first half of the novel believing that Amy is an innocent victim in circumstances beyond her control. As it turns out, Amy is the DiabolicalMastermind behind the whole thing.
* ''Literature/HarryPotter''
** Subverted: it appears that Snape was evil all along after he kills Dumbledore. But then it turns out that it was all part of Dumbledore's GambitRoulette and Snape really was good…albeit a JerkWithAHeartOfGold.
** A more straight example: Peter Pettigrew, a.k.a. Ron's pet rat Scabbers, who turns out to be the one who betrayed Harry's parents to Voldemort and concealed himself as a rat for 12 years, leaving his friend Sirius Black to receive the blame.
** There's also the matter of [[spoiler:Mad-Eye Moody]] in ''Literature/HarryPotterAndTheGobletOfFire''. Even though [[spoiler:it's not really Mad-Eye, but AxCrazy Barty Crouch Jr. impersonating him]] it's still an EvilAllAlong situation.
** Professor Quirrell in the first book seemed to be just an ordinary, shy, teacher who wore a turban just because. Turns out, he's really a minion of Voldemort who wears a turban to hide the fact that Voldemort is on the back of his head.
** In ''Theatre/HarryPotterAndTheCursedChild'' [[spoiler: Dephini]] reveals herself as the true villain of the story by casually murdering an innocent Hogwarts student, and [[spoiler: claiming to be the daughter of Voldemort and Bellatrix Lestrange]].
* After proven to be in good guys' side by the end of the ''Literature/JamesBond'' novel ''Literature/NobodyLivesForEver'', Sukie Tempesta returns in ''Literature/{{COLD}}'', only to be revealed to be in cahoots with the book's BigBad (alongside with her now criminal family), to the point of planning to actually marry him. The hows and whys relating to this revelation is swept aside by having her suddenly be insane.
* Nicolae Carpathia in the ''Literature/LeftBehind'' books, though nobody but the Tribulation Force and those who have once been in Nicolae's close circle of friends really know just how evil Nicolae is under the public persona he projected up to the midpoint of the Tribulation. After he is indwelt by Satan, Nicolae's façade slowly cracks and the public gets to see the true person underneath. Strangely, though, Jesus berated Nicolae in his TheReasonYouSuckSpeech, saying to him that YouCouldHaveUsedYourPowersForGood, which became a point of contention for some readers.
* In Creator/JackVance's ''The Gray Prince'', the eponymous Prince was a childhood friend to heroine Schaine; and for most of the book she firmly keeps in mind that, whatever his [[BigBadFriend present political views]], he once [[IOweYouMyLife saved her brother's life.]] And then it turns out he in fact hated their family to the point of deliberately allowing her brother to be horribly injured and only claimed credit for the deed later.
* ''Literature/TheDresdenFiles'': Martin in ''Changes'' turns out to be a Red Court infiltrator. {{Subverted}} in the end, as it turns out he performed a HeelFaceTurn long ago and his apparent betrayal of the heroes was actually part of a BatmanGambit to wipe out the ''entire freaking Red Court'' with their own curse. Only Harry knows the truth.
* ''Literature/TheSagaOfDarrenShan'':
** Steve Leopard shows up after several years now as a vampaneeze hunter. Three books later, he reveals himself to be the Vampaneeze Lord himself.
** Subverted with Kurda Smahlt who first appears to be TheMole for the vampaneeze but later turns out to have been trying to forge an alliance to spare the vampires from an upcoming war. The vampires don't find this out until ''after'' [[OhCrap they've killed everyone]].
* Zalasta in ''Literature/TheTamuli'' is revealed as the BigBad after he has befriended 90% of the cast, and after he saved their lives in a pitched battle.
* ''Literature/VampireAcademy'':
** In ''Vampire Academy'', it turns out Natalie was doing Victor Dashkov's dirty work the whole time.
** In ''Blood Promise'', Avery Lazar acted as a friend to Lissa and Adrian. Was revealed to be manipulating them for her own ends. She had no problem on driving Lissa to suicide.
* Creator/BrandonSanderson:
* ''Literature/{{Warbreaker}}'':
*** Played with, though not exactly subverted, as Denth the mercenary, who has been leading princess Vivenna in her quest to overthrow the government of T'Telir (under the pretense of following her orders), betrays her, murders her best friend, and tries to steal her [[LifeEnergy Breath]]. She is surprised, but since he had been warning her the entire time that [[ExactlyWhatItSaysOnTheTin he could not be trusted]], she felt kinda stupid, too. Best line: [[RunningGag "Do you know what I hate most about being a mercenary, Princess?]] Fulfilling the stereotypes. Everyone assumes they can't trust you. The thing is, [[IWarnedYou they really can't.]]"
*** Bluefingers, the God King's benevolent, fatherly, somewhat timid chief scribe, is the BigBad and Denth's employer. He's not terribly evil as Big Bads go- the book casts him as a WellIntentionedExtremist and WordOfGod describes him as a good man who got carried away- but he's still the ultimate mastermind behind the threats facing the protagonists, and the kingdoms of Hallandren and Idris more generally.
** ''Literature/TheStormlightArchive'':
*** King Taravangian is presented as a kindly, if somewhat scatterbrained, authority figure who is famous for sponsoring hospitals in his city-state. He's actually TheChessmaster behind at least one of the major conspiracies active in Roshar and his hospitals are a cover to allow him to study the prophetic statements people have sometimes started making immediately before death.
*** Sadeas is a lesser example. While he was always evil, he put on a good show of being a WellIntentionedExtremist trying to protect the king and kingdom in his own way. Then he abandons his oldest friend and thousands of soldiers to die, all so he could be the king's sole adviser. In the second book, he admits to himself that he's going to kill the king himself when the time comes, all for his own personal power and bloodlust. Literal bloodlust, too--his primary motivation is that [[BloodKnight he only feels alive when killing people]].
* In ''Literature/TheDinosaurLords'', Bogardius and Violette are presented as two of several leaders of benevolent sect called the Garden and become good friends to Melodía, helping her cope. Only later are they revealed as having been working for Raguel - who seeks to wipe out most of human population in the world - all along, and while Bogardius has HeelRealization, Violette goes on to become a MouthOfSauron for Raguel.
* Starting with ''Windmills of the Gods'', Creator/SidneySheldon became fond of this trope; between that and the ten novels that followed, seven of them involve ''at least'' one character who turns out to be this, serving as the BigBad or the Big Bad's accomplice. ''The Doomsday Conspiracy'' and ''The Sky Is Falling'' have '''many''' characters who fall under this trope, though the former also has a GoodAllAlong character to compensate. An eighth book, ''Tell Me Your Dreams'', has the '''heroine''' turn out to have an alternate personality that's "stalking" her and gruesomely murdering men, making her a debatable case of this trope.

[[folder: Live-Action TV]]
* ''Series/TheSecretCircle'' does this with John Blackwell, though this was fairly obvious to some people.
* ''Series/TrueBlood'' tends to do this a lot, especially with their BigBad of the season. As it turned out, Rene Lenier was just hiding behind his nice exterior while being a bloodthirsty sexist murderer, and in a more extreme example, Maryann Forrester who turned out to be a freaking homicidal Maenad. Season three followed suit with the FauxAffablyEvil King Russel Edgington who quickly turns into a genocidal maniac, and season four arguably averts it by giving its BigBad Marnie a bit of a FaceHeelTurn. Or rather, it shows her StartOfDarkness.
** Played somewhat straight with Rev. Newlin (Jr.); although it was clear from the beginning on he was more than just another bigot, few viewers were expecting him to turn into a full-fledged villain who imprisons the protagonists and wants to burn another character to death. Given, no-one was expecting him to become a vampire!
* Boyd Langdon in ''Series/{{Dollhouse}}''. Turns out he was secretly the BigBad all along and running a ridiculously complex EvilPlan with Echo and co. at the center. And he seemed like such a nice guy. Although he wasn't completely evil. He was more of a WellIntentionedExtremist in the end.
* ''Series/VeronicaMars'': Cassidy starts by raping Veronica and then lying about it (which isn't revealed until later on), but he becomes truly evil in Season Two. He kills a bus full of his classmates, a witness could turn him in, and 3 people on a plane. This wasn't revealed until the finale but yes he was evil.
* ''Series/{{Supernatural}}'':
** Ruby was the only demon who had so far actually helped the Winchesters, yet the season four finale showed us that she was working for Lucifer all along and she helped Sam specifically for him to kill Lilith, and so bring back Lucifer to the Earth.
** In the episode "Repo Man". Back when they were hunting Lilith, Sam and Dean exorcised a demon out of a man named Jeffrey. Now in season seven, women were dying in the same way the demon killed them back then, so the brothers return to town. It turns out Jeffrey and the demon were working together and had a relationship.
** In the finale of season eight, it turns out that the angel Metatron, who advised the brothers on the last trial to seal Hell and was guiding Castiel in another set of trials to seal off the now corrupt Heaven, was not as harmless as he appeared -- he didn't warn the Winchesters that completing their trials would kill Sam, and the trials he was helping Castiel with were actually components of a spell to banish ''all'' angels from Heaven as petty revenge for being cast out himself.
** The Season Four finale reveals Zachariah was working to start the apocalypse. In fact ''most'' of the heavenly host is in on it, as they believe UtopiaJustifiesTheMeans.
** The episode "Freaks and Geeks" has the reappearance of a hunter from an earlier episode named Victor, who is training a group of children to hunt after their families were killed by vampires in an attempt to ensure that the next generation of hunters doesn't have the problems of the current ones. It turns out that the monsters he was sending them after were actually scapegoats for murders that were committed by a single vampire had committed on his orders.
* ''Series/TwentyFour'' has Nina Meyers in Day 1, Charles Logan in Day 5, and Tony Almeida (sort of, it kind of gets complicated) in Day 7, as well as Dana Walsh during Day 8.
** Jack (somewhat) during his RogueAgent period in Day 8 is debatable. He definitely undergoes a FaceHeelTurn during that point, though it's left unclear if he did so immediately after the double whammy of Renee's death and President Taylor's betrayal of him and his claims that he was just trying to expose the Russian conspiracy were outright lies, which if so would loosely follow this trope, or if he did genuinely mean to follow this out and only abandoned it for the notion of killing everyone involved after murdering Dana. There are some hints that lean toward the former, including a "I was perfectly fine settling with justice, but that was taken from me!," rant near the end of the series.
* In ''Series/{{Lost}}'' it turns out that : Henry Gale was really the backstabbing, manipulative leader of the Others...
* ''Series/{{Haven}}'' had William, who at first seemed to be a kind, mysterious stranger who helps Audrey recover her memories and get back to her friends. Then he turns out to be a cruel, remorseless man who enjoys [[SuperEmpowering giving people]] out of control powers to cause untold destruction.
* In ''Series/AgentsOfSHIELD'', Agent Garrett is revealed to be [[BigBad The Clairvoyant]], and Agent Ward is TheDragon to him.
** [[SubvertedTrope Subverted]] in the episode [[Recap/AgentsOfSHIELDS2E4FaceMyEnemy "Face My Enemy"]], where [[InspectorJavert Glenn Talbot]] is apparently revealed to be a [[TheMole HYDRA mole]] all along, but it's soon revealed that "Talbot" is actually HYDRA agent Bakshi using a [[LatexPerfection hi-tech face mask]].
* ''Series/SleepyHollow'': Henry Parrish the Sin-Eater, the heroes' supposed ally, is revealed in the first season finale to actually be Jeremy Crane, Ichabod and Katrina's supposedly dead son, who agreed to serve [[BigBad Moloch]] as the [[HorsemenOfTheApocalypse Horseman of War]] [[DealWithTheDevil in exchange]] for escaping being BuriedAlive and the chance of revenge on his parents for abandoning him. Everything else he did up to that point in the series was to [[BatmanGambit earn the heroes' trust so he could betray them at the opportune moment]].
* ''Series/GameOfThrones'':
** Ramsey Snow/Bolton is a particularly horrific example of this trope. Heis introduced by seemingly rescuing Theon from being tortured, claiming that he was an Ironborn agent sent by his sister, and appears to be Theon's saving grace. However, this was all just part of a twisted game, and Ramsey soon reveals himself as possibly the most evil and sadistic character in the entire show, and tortures Theon himself to the point that he becomes an empty shell of a man.
** Roose Bolton and Walder Frey were rather unpleasant all along, but the Red Wedding cements them as completely irredeemable bastards.
* ''Series/AshVsEvilDead'': The end of season 1 reveals that : Ruby Knowby, previously hinted to be a [[TheChosenOne Jefe]] like Ash, is actually a [[HumanoidAbomination Dark One]], and the true BigBad.
* ''Series/OnceUponATime'' despite being a show where typically RousseauWasRight and nearly every villain has a sympathetic origin still has a few examples:
** Cruella's backstory is that she was locked in her attic by her abusive mother, who was also a BlackWidow. It turns out Cruella herself was the one murdering her stepfathers, and that she's been wicked ever since she was a child.
** Dr Jekyll and Mr Hyde appear in the sixth season, at first showing Jekyll as the good persona and Hyde as the evil one. But when the backstory comes around, we discover that Jekyll once murdered the woman he loved and framed Hyde for it.
* ''{{Series/Charmed}}'''s Christy Jenkins is rescued from years of being locked in a cave by demons. It turns out she's now working with them to corrupt her sister, so they can kill the Halliwells.
* Thomas Cromwell of ''Series/WolfHall.'' During the first season, Cromwell is presented to the audience in a more [[AdaptationalHeroism heroic light]] than other works about him. He is shown as loyal, hardworking, caring, a good listener, and respectful even to his enemies. However, during the final episode, his corrupt nature that he's historically known for reveals itself, after he schemes to have Anna Boleyn beheaded. Lampshaded by King Henry VIII who calls him a viper.
* ''Series/StarTrekDiscovery'':
** While he was hardly a paragon of virtue, Captain Gabriel Lorca eventually turns out to be native to the MirrorUniverse, manipulating the events in order to get close to Burnham, to whom he's attracted to (he [[WifeHusbandry raised and then seduced]] Mirror!Burnham). His final goal is to use her and, possibly, the ''Discovery'' to stage a coup in the [[TheEmpire Terran Empire]] and become Emperor himself with Burnham at his side.
** Lieutenant Ash Tyler turns out to be a Klingon ManchurianAgent named Voq, the same Voq, who was named as T'Kuvma's successor.
* ''Series/{{Arrow}}'':
** In Season Four, John Diggle's supposedly dead younger brother Andy is revealed to be still alive, and a member of the terrorist organization H.I.V.E. Worse, evidence slowly mounts that he was a villain long before he was "recruited" into H.I.V.E. His arc explores whether or not he was always evil and if he can be redeemed. He demonstrates he is truly evil by betraying the group, directly leading to Laurel's murder by Damien Darhk. He even taunts John about it and threatens to kill the rest of his family before being gunned down by his enraged brother.
** In Season Five, seeming ally Adrian Chase, the best known Vigilante in the comics, is revealed to actually be [[BigBad Prometheus]] -- and what's more, his real name is [[NamedByTheAdaptation Simon]] [[Creator/GrantMorrison Morrison]], and his entire arc is a deranged gambit to destroy Oliver. Vigilante is revealed early in the next season to be an unrelated character.
* ''Series/{{The Flash|2014}}'' has this with the first two {{Big Bad}}s:
** While Harrison Wells in Season One is obviously shady from the start, it's slowly revealed that not only is he [[EvilCounterpart the Reverse-Flash]], he's actually Eobard Thawne and merely stole the real Wells' identity after murdering him and his wife.
** Similarly, in Season Two, "Jay Garrick" from Earth-2 turns out to actually be Hunter Zolomon, better known as Zoom, and to have been manipulating the heroes all along by stealing the identity of the ''real'' Jay Garrick from Earth-3.
* ''Series/{{Firefly}}'': [[LampshadeHanging "Curse your sudden but inevitable betrayal!"]]

[[folder: Radio]]
* Several times in [[Creator/CharlesDickens Dickensian]] [[TheParody parody]] ''Radio/BleakExpectations'', the person helping Pip Bin with his latest scheme, such as the engineer who Pip employed to build a sewage system under London, is [[PaperThinDisguise blatantly]] his evil nemesis Mr Gently Benevolent (in that case planning to dig out the capital, float it across the Channel with hot air balloons and sell it to the French).

[[folder: Video Games]]
* ''VideoGame/AceAttorney'' as a series does this several times, particularly in its more recent games.
** The first major example would be Matt Engarde, your client for the last case of ''Justice For All''. The nature of the game conditioning you into expecting him to not be a villain really helps.
** In Dual Destinies, you discover that the "Phantom", an international spy, ruthless assassin and bomber, is none other than Detective Bobby Fulbright, the cheerful detective who's been ever-present in the game since the second case. (Technically, the real "Bobby Fulbright" has been dead since before the game's timeline started, but The Phantom is the only one you've met in the game). One thing that makes Ace Attorney's presentation of [[TheReveal The Reveal]] very unique is that it has you pick the person's name from a list late in the game after providing some final hints.
** The Japanese-only Ace Attorney Investigations 2 reveals the lovable and frightened circus performer Sōta Sarushiro (known in the fan translation as Simon Keyes), whom you actually DEFEND from an overeager prosecutor in the second case, has been tricking all the other murderers in the game into killing off his old enemies in a complex revenge plot, and is even responsible for both an attempted, and later successful, presidential assassination.
* ''VideoGame/AnotherCode'': Ashley's father's old coworker was evil all along, having killed Ashley's mother and stuff.
* ''VideoGame/AssassinsCreed'':
** In II, "Lost Archives" DLC reveals that Lucy had switched to the Templar's side before the first game's beginning. She even allowed Subject 16 to die from the bleeding effect when he discovered her betrayal. Everything she did throughout the games was a ploy she and Vidic devised to use Desmond to obtain the Apple of Eden. It would have worked too, [[SpannerInTheWorks if Juno hadn't programmed the Apple to force Desmond to kill Lucy.]] She's a particularly unusual example in that she gets killed before getting a chance to reveal her evil side.
** At the end of III, Juno herself reveals her true nature. Even worse, Desmond has no choice but to do what she wants since the alternative would be letting civilization be destroyed again and having the whole Assassin vs. Templar war repeat itself.
* ''VideoGame/AsurasWrath'': The true cause of most of the game's events is revealed to be the Golden Spider, AKA Chakravartin.
* ''VideoGame/BatenKaitos'': ''Eternal Wings and the Lost Ocean'' does a very unusual form of this. You know Kalas, ''the main character?'' He's actually been working for TheManBehindTheMan this whole time.
** ''Origins'' does a more standard version: Quaestor Verus is far worse than Lord Baelheit could ever be...
* ''VideoGame/BatmanArkhamKnight'' features a subplot in which Batman and Robin are trying to find a cure to an infection caused by the Joker's Titan-tainted blood, which mutates those infected into [[CloneByConversion clones of the Joker]], which Joker himself sent to hospitals before his death in ''[[VideoGame/BatmanArkhamCity Arkham City]]''. One such infectee, Henry Adams, is apparently immune, and Batman believes him to be the key to a cure... but as it turns out, Henry had not only been faking his immunity, but had hacked the Batcomputer right under Batman's nose and alerted Harley Quinn to the existence of the other infected. The end result: there ''is'' no cure for the infection, and all of the infected end up killed by Henry. [[spoiler:Including Henry, once he sees that Batman is ''also'' infected, as he believes Batman will make a much better replacement for Mr. J than himself.]]
* ''VideoGame/{{BioShock|1}}'': This is part of the main plot twist that occurs about 2/3rds of the way through the game. Turns out Atlas, your main ally and MissionControl, was criminal mastermind Frank Fontaine all along.
* ''VideoGame/BlazBlueCalamityTrigger'': In her story mode, Noel is accompanied by a mild-mannered pacifist intelligence officer named "Hazama." [[LateArrivalSpoiler If you've seen trailers for ''Continuum Shift'']], you'll recognize him as Terumi, the one [[HiddenVillain behind the events of ''Calamity Trigger'']]. What did he want from Noel? To MindRape her to take Nu-13's place as a living weapon of mass destruction.
* ''{{VideoGame/Bomberman}} 64'': Sirius presents himself as Bomberman's ally and aids him in reaching Altair's fortress and battling its guardians only so that he could steal the Omni Cube from Altair and use its power to conquer the universe. When his plan succeeds, he thanks Bomberman by putting "Destroy Planet Bomber" first on his list of things to do.
* ''VideoGame/BookwormAdventures'': Professor Codex reveals that he was the cloaked individual that kidnapped Cassandra and that he sent you on the long quest because every enemy you defeat is placed under his control. Then you fight him.
* ''VideoGame/ChildOfLight'': Norah turns out to be one of the BigBad's lackeys. This is really annoying because she's one of your best tactical options experts, and you don't get her back until after the final boss is defeated.
* ''VideoGame/DeadIsland'': Colonel Ryder White, the MissionControl that leads you through most of the game, turns out to be secretly evil (although this actually doesn't come as much of a surprise to most of the characters, due to their strong anti-authority attitude). He betrays your group near the end, steals the experimental cure for the zombie virus, and ends up being the final boss of the game. This is complicated even further in the single-player DLC where you actually play as Ryder White, and it's revealed he was never the MissionControl at all, and it was really Kevin (another supposed ally) who was impersonating Ryder the whole time over the radio, and who manipulated Ryder and the original 4 heroes into fighting each other.
* ''VideoGame/DeadOrAlive Dimensions'': Genra is revealed to be a manipulative and power-hungry man, willing to do anything to get revenge for playing second-fiddle to the main branch of the clan, and that his loyalty and honor are just a facade to hide it. On top of it all, [=DOATEC=] didn't kidnap him and turn him into [[SuperSoldier Omega]]; he went right to them and ''let'' them do so.
* ''VideoGame/DeadRising2: Off the Record'': In the alternate timeline, it's revealed that Stacey was the BigBad all along. As soon as the reveal occurs her personality jumps straight from GirlNextDoor to a cruel and sadistic [[TheBaroness Baroness]].
* ''VideoGame/DeadSpace'': A regular part of the series : Kendra in ''Dead Space'', Diana and Marker-Nicole in ''VideoGame/DeadSpace2'', Tyler in ''Dead Space Mobile'', and Colonel Bartlett in ''Dead Space 2: Severed'' are all revealed to be secretly evil bastards after spending a large amount of time as your primary ally[=/=]MissionControl.
* ''VideoGame/{{Diablo}}'': The Witch of Tristram, Adria, was one of your biggest allies in the original game, and come the [[VideoGame/DiabloIII third game]], after her rescue from Belial's Dark Coven, she sends you on a quest to obtain the Black Soulstone and outlines a plan to capture the last two Great Evils, Belial and Azmodan, in it so that she can shatter it and end them, and the rest of the Great Evils, forever. Only it turns out that not only does Adria have a far darker agenda, she was on the side of evil from the very start -- after killing her own father and co-leading the Dark Coven with Maghda, she was drawn to Tristram by the dark power of the Lord of Terror, and not only pledged herself to his service, but had a kid with him by way of the possessed Aidan. She would use this kid, a bright young girl by the name of Leah, to bring about the rebirth of her master as the embodiment of all seven Evils in one being, the Prime Evil, in the cruelest betrayal of the entire series.
* ''VideoGame/DieReiseInsAll'': One of many characters from literature appearing here is Literature/SherlockHolmes]While he appears as nice as usual at first, it's later revealed that he was Moriarty in disguise] Counts also as AdaptationalVillainy.
* ''VideoGame/DragonAgeInquisition'': The ending reveals that ally Solas was the one responsible for the rift breach in the first place, by giving the BigBad the means to start his uprising. Solas only helped the Inquisition so that he can gain possession of the Orb and continue his plans unnoticed.
* ''VideoGame/DrawnToLife: The Next Chapter'': In the Nintendo DS version, you get a new Raposa to join the gang, named Sock. You find him in a town where he doesn't live, and he goes with you to find his real home. Well, you're supposed to believe that. Near the end of the game Sock asks for a valuable item, gets it from Jowee, and throws it away. He then appears to be Wilfre all along. It also goes for Mari a bit, although she just thought she would help everyone by it (she worked with Wilfre).
* ''VideoGame/EternalDarkness'': At the start of Lindsey's chapter, a friendly patron by the name of Paul Augustine leads him to the Cambodian temple where Mantorok is entombed. Then it turns out that Augustine was actually Pious using an illusion spell.
* ''VideoGame/FinalFantasyAdventure'': The mysterious wizard who occasionally helps you out is eventually revealed as [[BigBad Julius]], who's been using you the entire time to get his hands on the girl and her Mana Pendant. {{Retcon}}ned out in the ''VideoGame/SwordOfMana'' remake.
* ''VideoGame/FireEmblemTheSacredStones'':
** Everyone knows Prince Lyon is being devoured by the demon king, but that doesn't stop the main characters from believing he's still good. He's an [[FightingFromTheInside interesting case]] where he actually invokes this trope to get [[TheHero Ephraim]] motivated to [[DeathSeeker kill him]] so that he [[CannotSelfTerminate could]] [[DyingAsYourself die]] before the [[BigBad Demon King]] brings about the end of the world. He claims that all of their time they spent together as children he was pumping the siblings for information for the invasion of their kingdom just to make Ephraim angry enough to actually kill him, though it does ''not'' work as Ephraim and Eirika still believe in Lyon's inherent goodness. ''Even as they slay him''.
** Orson appears to be evil all along too, but unlike Lyon, the players can actually play him as a character. Later he appears as a boss and it turns out he ''used'' to be sincerely good, but after his beloved wife's death he became a huge case of LoveMakesYouEvil.
* ''VideoGame/JakIIRenegade'': Near the end of the game, Kor is revealed to be none other than the Metal Head leader, the GreaterScopeVillain who had been attempting to destroy Haven City.
* ''VideoGame/KingdomHearts'': Ansem, the researcher who was studying TheHeartless whose reports the player has been running all across the worlds to find. Turns out, he's the BigBad and TheManBehindTheMan. And both directly and indirectly responsible for everything that's been going wrong in the worlds for the past ten years or so! In a subversion, it turns out that the guy we were calling "Ansem" was actually the Heartless of the guy who stole Ansem's name. The real Ansem is more of an AntiHero.
* ''Franchise/{{Kirby}}'':
** Marx from ''VideoGame/KirbySuperStar'' & ''Ultra''. At first he seems to be an innocent jester creature who just wants the Sun and Moon to stop fighting, and tells Kirby to find Nova. He then later reveals that he really wanted Nova awakened so he could wish for world domination.
** Magolor from ''VideoGame/KirbysReturnToDreamLand'' is another example. He asked Kirby and his friends for help repairing his ship and then defeating an evil dragon called Landia, but it ultimately turns out that Landia wasn't evil at all, and Magolor lied to the heroes so he could get his hands on the [[ArtifactOfDoom Master Crown]] that Landia was guarding and use its power for... yep, world domination. Thankfully, he [[HeelFaceTurn reformed]] as of ''Kirby's Dream Collection: Special Edition'', unlike Marx.
* ''VideoGame/KnightsOfTheOldRepublic'': It turns out that [[TomatoInTheMirror YOU, THE PLAYER are]] Darth Revan, former BigBad of the setting, but didn't know it thanks to LaserGuidedAmnesia from the [[AWizardDidIt Jedi Council]], leading to an [[InvertedTrope Inverse]] of CriminalAmnesiac if you decide to return to TheDarkSide.
* ''VideoGame/LegacyOfKain'': Moebius the Time-Streamer was the devious manipulator he is ''waaaay'' before being driven insane by the corruption of the Pillars.
* ''VideoGame/MarioAndLuigiPartnersInTime'': In the part where Princess Peach gets a purple mushroom on her face -- it's not Peach. It was Princess Shroob the whole time, trying to take over the future castle.
** And her big sister does even better - most people won't trust a random NPC who shows up out of nowhere with no foreshadowing whatsoever - but put on a familiar costume (Star Spirit) and they'll trust you just fine.
* ''VideoGame/MassEffect3'': Maya Brooks, the goofy, jovial, friendly Alliance Staff Analyst from the Citadel DLC, as it turns out, was an ex-Cerberus officer who left the group out of disgust [[FantasticRacism because the Illusive Man had started looking to non-humans for help]]. She also was the one who orchestrated the mercenary ambush in the Wards to intercept Shepard's Spectre code and the one who killed Khan. She was working with Shepard's clone in an attempt to steal Shepard's identity, and, after leading Shepard and their party into a trap, leaves them to suffocate to death in an iridium vault. At the end of the DLC, she shows that she doesn't even have any loyalty to Shepard's clone, as she leaves them to their death as well. She at first appears to be one of the nicest characters in the series, but ends up being one of it's most heinous.
* ''[[VideoGame/TheAdventuresOfMassmouth Massmouth 2]]'': The [=QBot=]. When first encountered, he offers to be your guide on the strange planet you've crashed on. As it turns out, the oddly numerous accidents and threats that befall you on the way are not coincidental, as he was working for the BigBad the entire time and deliberately led you into danger.
* ''VideoGame/MurderedSoulSuspect'': Abigail is introduced as a possible friendly spirit that gives Ronan some tips on how to function in the spirit world. She is actually the BigBad that is responsible for his death, and the deaths of all the teen girls in the game and throughout Salem's history. She possessed different police officers, including Ronan to carry out the murders in the game. Afterwards she killed them off. In the past, during the Salem witch trials, Abigail was one of the main people accusing others of being witches until she was caught lying and executed. Why? Because she has a personal vendetta against witches, even suspected ones. TheStinger? She's a [[BoomerangBigot witch herself]].
* ''{{VideoGame/OFF}}'': The Batter intended to destroy the world all along.
* ''VideoGame/PaladinsQuest'':
** The student who goes with you to the forbidden tower on the academy grounds and goads you into accidentally freeing Dal Gren at the very beginning of the game is revealed at the end of it to be the BigBad EvilOverlord Zaygos in disguise.
** A much more shocking example is Gabnid, legendary hero and founder of the WizardingSchool where the game started. Unlike the rest of the PowerTrio of SufficientlyAdvancedAliens, who wanted to help the population of Lennus, Gabnid's goal was always to rule over them as a god.
* In ''VideoGame/{{Persona 3}}'', Shuji Ikutski is introduced as a NiceGuy with a [[PungeonMaster questionable sense of humor]] who often serves as the MissionControl and is set up to be the BigGood of the game. He's actually a part of the BigBadEnsemble who manipulates the main cast to trigger the apocalypse so that he can "cleanse" humanity and TakeOverTheWorld. Though at least his sense of humor was genuine.
* ''VideoGame/{{Persona 4}}'':
** Firstly, Detective Adachi, the true culprit who murdered the first two victims, framed a [[JackTheRipoff copycat killer]] and was indirectly responsible for the rest of the incidents by manipulating [[UnwittingPawn Namatame]] into kidnapping potential victims and throwing them into the Midnight Channel.
** Secondly, the True Ending has the gas station attendant from the very start of the game, who is actually the deity [[PhysicalGod Izanami]] and the mastermind behind the entire plot. Though she's less evil and more of a WellIntentionedExtremist with BlueandOrangeMorality.
* ''VideoGame/{{Persona 5}}'' has you mainly battling people who encompass VillainWithGoodPublicity, as they're all in positions of authority, and due to a combination of societal corruption and their own guile, maintain a positive public image. Some of such villains, such as Suguru Kamoshida, Masayoshi Shido, and most of the Mementos targets, are clearly shown to be despicable from the outset despite having their reputations protect them. However, there are some villains who do a better job of maintaining a friendly facade before being exposed, such as Ichiryusai Madarame and the traitor, Goro Akechi, who presented himself as a SympatheticInspectorAntagonist before being revealed to be a SerialKiller furthering a devious agenda. The real kicker, however, comes with the TrueFinalBoss, Yaldabaoth, who imprisoned Igor and impersonated him throughout ''the entire game'', pretending to be the BigGood and your guide while being the very embodiment of the authoritarianism you're fighting against.
* ''Franchise/{{Pokemon}}''
** In ''VideoGame/PokemonColosseum'', the mayor of Phenac City is actually the head of Cipher. In ''VideoGame/PokemonXDGaleOfDarkness'', the same goes for Mr. Verich, who is actually named Greevil.
** In ''VideoGame/PokemonRanger'' an old man you help, named Gordor, is actually the head if the Go-Rock squad. In ''Pokémon Ranger: Shadows of Almia'', a teacher in the ranger school, Mr. Kincaid, actually works for an evil organisation Team Dim Sun. Also, the Altru corporation and their leader Blake Hall are evil, and you don't know that till the end of the game.
** Dusknoir from ''VideoGame/PokemonMysteryDungeon 2''. In the ''Explorers of sky'' remake, you learn that he's extremely skilled at pulling this off.
** In the main series, there's Colress in ''[[VideoGame/PokemonBlackAndWhite2 Black and White 2]]'' and Lysandre in ''[[VideoGame/PokemonXAndY X and Y]]''.
** Most of the Aether Foundation in ''VideoGame/PokemonSunAndMoon end up being this, with their leader trying to summon fearsome alternate universe creatures to this world to destroy it, though the series later suggests that they were at least partially under the influence of UB-01, thus making the exact amount of 'evil all along' questionable.
* ''Franchise/ProfessorLayton'': In the first two games, the antagonist Don Paolo disguises himself as other people. He's disguised as Inspector Chelmey in ''The Curious Village'' and as Flora in ''The Diabolical Box'', though the real Flora does appear earlier in the game. Jean Descole does the same thing in the prequels.
* ''Franchise/RatchetAndClank'':
** Captain Qwark is revealed to be TheDragon to Drek in the first game. Of course, at the end of ''[[VideoGame/RatchetAndClankUpYourArsenal Up Your Arsenal]]'', he finally pulls an official HeelFaceTurn and remains that way since…[[TokenEvilTeammate ish]]. He's really into the whole "occasionally backstab your partner" thing to keep up his fans.
** In ''Up Your Arsenal'', there is [[EvilDiva Courtney]] [[TheDragon Gears]], who [[SixthRanger temporarily]] joins the Q-Force in their fight with [[BigBad Dr. Nefarious]]. She is revealed to be an antagonist after she [[FaceHeelTurn kidnaps Clank]] and [[MoralEventHorizon turns Skidd into a robot]].
** And in the [[CanonDiscontinuity non canon]] game, ''[[VideoGame/RatchetAndClankSizeMatters Size Matters]]'', there is Luna. At first, "she" appears to be an innocent little girl, but it's later revealed that "she" was really a genderless puppet built to lure Ratchet into a trap.
* ''VideoGame/RhythmThiefAndTheEmperorsTreasure'': Jean-Francois. Made worse by him being Marie's guardian in the first place, conspiring against her with Napoleon.
* ''VideoGame/SamAndMaxFreelancePolice'': The Soda Poppers want revenge in season 2 of the game series.
* ''VideoGame/TheSecretWorld'': during Issue #7, players are introduced to a sexy Russian super-spy apparently acting as the Council of Venice's representative in the field; though she's a little dead-set on you doing all the work, she's still helpful enough to blow up the Orochi forces at the dam for you, and she seems a little bit much of a pastiche of [[Franchise/JamesBond Bond girls]] to really be threatening... right up until the Russian stabs you in the back with a syringe. Turns out she's not a Council agent at all, and was only tagging along so you could help her find Emma. [[spoiler: And the real name of the agent? ''' ''[[HumanoidAbomination Lilith]].'' ''']]
* ''VideoGame/ShounenKinindenTsumuji'': The Big Bad is revealed to be Fubuki who first appeared as a helpful person, however halfway through the story he orders Tsumuji and Chijimi to stop their journey, as soon they encounter him once the shadow tower appears his true self is revealed.
* ''VideoGame/SilentHill2'': Maria. To add insult to injury, you spend a lot of her "good guy" time trying to keep her alive.
* ''VideoGame/{{Splatterhouse}}'': In the original series, the third game revealed that the Terror Mask had ultimately planned to conquer Hell, and was using Rick to destroy those demons that were in its way. The entire series amounted to its BatmanGambit.
* ''VideoGame/TalesOfMonkeyIsland'': [=LeChuck=] From the moment that Guybrush Threepwood inadvertently [[HumanityEnsues turns him into a human]] who acts like a HarmlessVillain and helps out on Guybrush and Elaine from Chapter 2 up to Chapter 4 (all the while wearing his [[{{Glamour}} charming]] [[InstantAllegianceArtifact belt buckle]]), then [[InTheBack kills Guybrush in a clever ambush]] as soon as our hero cures everyone of the [[HatePlague Pox of [=LeChuck=]]]; Elaine sees that "with or without all that voodoo, [[=LeChuck=] is] still nothing but an evil sack of scumm".
* ''VideoGame/{{Tekken}}'': In the original game, Kazuya appears to be TheHero, planning to defeat Heihachi in the tournament and take over the Mishima Zaibatsu. By the time ''2'' rolls around, he's revealed his true colors and, now in charge of the Zaibatsu, proves to be far more openly brutal and evil than Heihachi ever was.
* ''Videogame/TheLegendOfZeldaALinkBetweenWorlds'': Princess of Lorule Hilda sends Link to rescue the sevent sages of Hyrule who have been catured by their common ennemy the wizard Yuga. After Link save all of them and get the Triforce of Courage, Hilda reveals that she and Yuga have been working toghether to steal the triforce [[WellIntentionedExtremist in order to restore the fallen kingdom of Lorule to its former glory]] but doing so by dooming the kingdom of Hyrule. This is downplayed when Yuga betrays Hilda and reaveals that he never intended to save Lorule but rather remake the country in his own image bringing further destruction. After Link defeats Yuga, Ravio comes just in time to make Hilda realize her actions.
* ''VideoGame/SuperRobotWarsZ: Rengoku-hen'' introduces several new allied characters [[note]]Blue, Black, White, Orion, Sardias, Kravia[[/note]]. Without exception, EVERY SINGLE ONE of them turns out to be a bad guy by the end of the game, though admittedly Kravia's case is "brainwashed heroine".
* ''VideoGame/{{Xenoblade}}'':
** Shortly after BigBad Egil is revealed to be something of a WellIntentionedExtremist, albeit consumed by vengeance, Dickson is revealed to be one of the CoDragons of Zanza. Better example with Zanza himself, the source of Shulk's visions, his power, his ''life'' even, who had been guiding the party from the start and helping them against Egil with countless [[DeusExMachina Deus Ex Machinas]], is really a ManipulativeBastard who did all of that just so that he could return to power, and then [[KillEmAll harvest all life on Bionis]] to preserve his immortality.
** Alvis is something of a subversion. He was also one of the CoDragons, but when it gets right down to it, he was never really capable of resisting, being no more than a computer programmed to follow the orders of his users.
* ''VideoGame/YsSeven'': This game plays around with a lot of JRPG tropes. One of the major plot twists is that the BigBad of the game is actually, of all people, Tia, the flower girl who you meet early on and who seemingly takes the role of potential main love interest. Unlike, say [[VideoGame/LunarTheSilverStar Luna]] or VideoGame/{{Lufia}}, Tia was secretly evil from the start instead of being forced into a FaceHeelTurn midway through the game.

[[folder: Web Animation]]
* ''Machinima/RedVsBlue'':
** Felix is revealed to be this after spending Season 11 and the first half of Season 12 pretending to be a good guy. When he betrays the others, he goes on an angry rant declaring that pretending to be a good guy and the heroes' friend was sickening, and now they will suffer and die for forcing him to go through that.
** The Chairman, who had previously been something of a ReasonableAuthorityFigure and a good counterpart to the Director but with a ruthless streak and hints of some ulterior motive, is officially outed as this at the end of Season 12. As it turns out, he's Control, the one who wants to take over Chorus for its rich supply of lost alien technology, and hired Felix and Locus to manipulate the Civil War of Chorus until everyone is dead, so that he can reap the benefits of the planet once its clear.
* ''WebAnimation/{{Tonin}}'': Pai-Meio was just pretending to be good and helpful until Tonin defeated Vilano-san. He reveals his true colors once Vilano-san is seemingly killed and starts taking over the village the defeated villain used to rule.
* In [[https://www.youtube.com/watch?v=cVADHUuWi-k this]] ''Website/GoAnimate'' video, Caillou befriends a "meme police" officer after being caught using [[DiscreditedMeme discredited memes]] by her and they seem ready to set off to find fresher memes when they discover that all of their memes are outdated. Near the end of the video, however, out of nowhere the woman reveals herself to be a spy for Boris and Doris and gets Caillou (and Rosie, who broke her legs with a mallet) grounded.

[[folder: Web Original]]
* In ''Roleplay/TheGamersAlliance'', several seemingly heroic characters such as [[TheMole Cain]], [[LadyOfBlackMagic Desdemona]], [[TinTyrant Mordecai]] and [[FieryRedhead Vaetris]] end up having been evil all along during the Godslayer era.
* In ''Franchise/{{Noob}}'', both the webseries and novel have the Noob guild manage to hire a replacement for Arthéon after he has to start attending BoardingSchool. Too good to be true for a RagtagBunchOfMisfits that is dragging around the reputation of being the worst guild in a fictional {{MMORPG}}? [[TheMole Yes]].
* In ''Roleplay/NanQuest'', Henry, one of the first secondary characters that Nan meets and one of her two potential [[LoveInterest Love Interests]], is actually a a vicious, AxCrazy killer called "The Pilgrim", who plans on sacrificing Nan in a desperate attempt to escape [[EldritchLocation the hotel]].

[[folder: Western Animation]]
* In the ''WesternAnimation/AdventureTime'' episode "The Enchiridion!", Finn saves a group of creatures who are trapped in a pool of lava, not realizing that they're actually AxCrazy monsters who love killing old ladies.
* ''WesternAnimation/AlphaTeensOnMachines'' has an interesting example of this trope. In the first season, industrialist Mr. Lee seems to be the team's mentor. In the second season, TheReveal is that he's been a CorruptCorporateExecutive ''and'' a MadScientist all along. He uses [[LegoGenetics DNA samples]] from the Alpha Teens to create the Mu-Team, an evil, superpowered group of PsychoRangers.
* Many episodes of ''WesternAnimation/{{Archer}}'' use this as a last minute reveal. In "Honey Pot," there wasn't even a strategic advantage to the villains pretending to be good guys; [[AffablyEvil they just genuinely liked Woodhouse and wanted to have some fun with him]].
-->'''Charles:''' Oh, we're a hit squad. Forgot to tell you.
* Several of the characters encountered by the kids in ''WesternAnimation/DungeonsAndDragons'' turned out to be this, usually because they were Venger [[{{Glamour}} in disguise]]. (The very first episode had him posing as [[KingArthur Merlin]].)
* Throughout the duration of ''WesternAnimation/EdEddNEddy'', Eddy periodically brings up his [[TheGhost unseen older brother]], usually building him up to be the coolest, toughest guy in Peach Creek. In ''WesternAnimation/EdEddNEddysBigPictureShow'', we finally get to see him face-to-face... and it turns out that he's a sadistic BigBrotherBully who constantly abused Eddy before he went away.
* In his first appearance on ''WesternAnimation/KimPossible'', Kim doesn't realize that Monkey Fist is a villain.
* ''WesternAnimation/TheLegendOfKorra'': In season two, Varrick's true nature is revealed to be that of a CorruptCorporateExecutive, staging thefts of shipments in order to drive Future Industries into bankruptcy so he can buy a controlling interest and taking advantage of the Water Tribe Civil War to expand his business.
** It's also later revealed that Korra's uncle was a member of the anti-authoritarian Red Lotus group who wanted to kidnap her as a child to brainwash her into their anarchist ways (kind of odd for a guy went out of his way to frame Korra's father out of his right to rule the Northern Water Tribe), but even they didn't plan on him fusing with the spirit of Chaos.
* ''WesternAnimation/SamuraiJack'' has this pulled with a mysterious female swordsman who teams up with Jack in an early episode. Turns out she's Aku in disguise the whole time. The twist actually marks a rare TheBadGuyWins ending for the episode.
* Every villain from any episode of any ''Franchise/ScoobyDoo'' show, because there's always a mystery for our heroes to solve. The only exceptions are when said characters had no prior introduction.
* In the ''WesternAnimation/TheSimpsons'' episode "Brick Like Me", Homer retreats into a Lego-themed HappyPlace to escape his fear of Lisa leaving him behind. The Lego! Comic Book Guy seems like a HelpfulHallucination...until Homer decides it's time to face reality.
-->'''CBG:''' All you need to do is open the box back to your so-called reality. But I. Can't. Let. That. Happen. (''rotates his Lego head to a menacing expression'')\\
'''Homer:''' Huh? You're the ''bad'' guy? I thought you were the [[MrExposition rule-explainer-guy]]!
** In the much earlier episode Recap/KrustyGetsBusted, Sideshow Bob is a straight example of this trope.
* ''WesternAnimation/SpongebobSquarepants'': In ''New Leaf'', it appeared that Mr. Krabs and Plankton had finally reconciled and were friends again. Krabs trusts him so much now that he gives him the Krabby Patty formula...but then it turns out that Plankton was faking it all along, saying that he finally won. Yet Krabs revealed that [[OutGambitted he had outfoxed him first]].
* General Pong Krell in ''WesternAnimation/StarWarsTheCloneWars'' seems to be a heroic, if jerkish Jedi at first. It turns out that he is secretly planning on becoming Dooku's new apprentice and is willing to sacrifice clones to sabotage the Republic war effort.
* In ''WesternAnimation/TotallySpies'', Terrance and Dean first seem like Dean was evil all along. Then Dean turned out to be good all along. The same goes for the episode in which Tim Scam was introduced. It also applies for a lot of "villains of the day".
* Pumyra in ''WesternAnimation/ThunderCats2011'' was revealed to be TheMole who was working for Mumra the whole time. Unfortunately, the episode in which this revelation occurred was the [[ScrewedByTheNetwork last one produced ]].
* In ''[[WesternAnimation/UltimateSpiderman Ultimate Spider-Man]]'' Deadpool turns out to be this. (Or very least, Amoral All Along.) First introduced as a freelance hero who used to work for S.H.I.E.L.D.; he's later revealed to be a amoral mercenary who will work for the highest bidder.
* In season 2 of ''WesternAnimation/{{Wakfu}}'', Qilby appears to be a friendly mentor to Yugo. He's actually an insane OmnicidalManiac scheming to claim the Eliacube so he can go back to draining entire worlds of their wakfu.
* In season 2 of ''WesternAnimation/WinxClub'', the new teacher Avalon appears to be an evil impostor in the end.
* In the ''WesternAnimation/StevenUniverse'' episode ''[[Recap/StevenUniverseS4E19RoomForRuby Room For Ruby]]'', Navy, the Ruby Squad member that seemed the nicest and least malicious of the five turns out to be a lying, manipulative sadist with a sugary personality. She fakes defecting to Earth and gets in the good graces with Steven and Peridot (while Lapis remains suspicious), all so she can steal back her ship and rub it in Steven's face. Steven did lie to her, trick her and [[ThrownOutTheAirlock space her]], but while Steven did it out of necessity, Navy took a perverse pleasure in her actions.
* ''WesternAnimation/MiraculousLadybug'': "The Collector" reveals first that Gabriel Agreste is, [[IKnewIt as many fans predicted]], actually [[BigBad Hawk Moth]], and that his assistant [[TheStoic Nathalie]] is aware of this and is helping him.
* ''WesternAnimation/{{Ninjago}}'': the meek and eccentric Dr. Saunders who debuted in the special episode "Day of the Departed" is actually a villain named Krux who is the main antagonist of Season 7and has been waiting for his brother's return to enact a revenge plan on Ninjago.
** And then there's [[spoiler: Princess Harumi, who at first appeared to be a LoveInterest for Lloyd and a major new supporting character. She is, in fact, The Quiet One, and the BigBad for the season she appears in (as well as a ManipulativeBitch).]]