Jaguar signs David Beckham as brand ambassador to China
Jaguar announces David Beckham as brand ambassador in China. (Jaguar)
Published Friday, March 7, 2014 11:10AM EST
The world's most famous ex-footballer will become the face of a high-profile marketing campaign, including print ads shot by renowned fashion photographer Peter Lindbergh.
China is fast becoming the British luxury and sportscar brand's most important and competitive market and the choice of Beckham, arguably the most recognizable British star across the Asian continent, could prove to be a very shrewd move.
"David Beckham is a Briton whose achievements mean he has global popularity and he is someone who embodies contemporary British style and sophistication. He is a truly modern, British individual with a genuine passion for design, innovation, performance and driving," said Bob Grace, Jaguar Land Rover China Managing Director, of securing the ex Manchester United, Real Madrid and Paris Saint-Germain player.
Described as a long-term partnership, the deal will see Beckham appear in a series of print and TV ads screened exclusively in China, starting with the campaign to launch the Jaguar F-Type Coupé in the country.
"I've always been an admirer of Jaguar -- from the styling and design to the feel and roar of the engine, every element feels uniquely British. I love the classic E-Type of the 60s and today this legacy is alive in the phenomenal F-TYPE Coupé, a car that epitomizes British craftsmanship. It's an honor to support a brand with such an amazing heritage and I look forward to being part of Jaguar's exciting future in China," said Beckham.
Jaguar is investing heavily in brand ambassadors as it seeks to compete with Mercedes, BMW, Audi and Porsche. For its Super Bowl commercial in February, it enlisted the services of renowned British actors Sir Ben Kingsley, Tom Hiddleston and Mark Strong and "King's Speech" director Tom Hooper.
While in the UK, the outspoken, stylish and charismatic Portuguese football manager José Mourinho is the face of the brand and the first person to have taken delivery of a Jaguar F-Type Coupé.