Jaguar has leveraged its existing relationship with British soccer star David Beckham, calling on him to be an ambassador for the brand. Beckham will be used in advertising campaigns distributed exclusively in China, which has quickly become one of the most fertile and contested automotive markets in the world. In fact, Jaguar has acknowledged that China and the United States are its most significant foreign markets, making the new wave of Chinese advertisements critical to the continued success of the company.
Bob Grace, Jaguar Land Rover China Managing Director, explained why Beckham was chosen for the role, “We are absolutely thrilled that David will be an ambassador for Jaguar in China. 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.”
The first wave of advertisements featuring Beckham will be to promote the new Jaguar F-Type Coupe. The car embodies what Jaguar believes is the modern expression of British masculine style and grace, with Beckham embodying the same qualities.
The commercials and print ads will feature a unique look that will help them stand out in the minds of Chinese consumers, thanks to filmmaker and fashion photographer Peter Lindbergh who is in charge of all ad campaign imagery. Lindberg has a distinct style in his films and photography that has garnered him a worldwide reputation.