David Beckham joins Jaguar
New brand ambassador
David Beckham has joined Jaguar as a brand ambassador and will support significant forthcoming Jaguar launches in China. Bob Grace, Jaguar Land Rover China Managing Director, said “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.”
David will front new marketing campaigns across China and will star in a series of exclusive print adverts and TV commercials. He will initially be seen featuring alongside the new Jaguar F-TYPE Coupe, this is a sports car that is already regarded as a modern classic and one that is the perfect expression of Jaguar’s vision of modern British style and elegance. His role will develop and will see him feature in many Jaguar brand and product communication campaigns in the coming years, including those for the Jaguar XJ, the company’s award winning large luxury saloon. The new F-TYPE Coupé is the most dynamically capable, performance-focused, production Jaguar ever made and is headlined by the F-TYPE R Coupé, a 550PS/680Nm 5.0-litre V8 supercharged sports car like no other. The all-aluminium F-TYPE Coupé is the embodiment of the uncompromised design vision of theaward-winning C-X16 concept. Other Jaguar models, including XF and XJ saloons willalso feature in the Beckham campaign to present the full brand line-up to the Chinese consumer.
On the start of this new partnership David said “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 epitomises British craftsmanship. It’s an honour to support a brand with such an amazing heritage and I look forward to being part of Jaguar’s exciting future in China.”
Renowned fashion photographer and filmmaker Peter Lindbergh has been commissioned by Jaguar to produce exclusive campaign imagery. Peter has worked closely with David Beckham in the past and their involvement in the Jaguar campaign will see the two figures continue their collaborative relationship. Peter has shot iconic images of some of the world’s most famous cultural icons. The print campaign will appear in magazines and on billboards across China, with a TV advertising campaign following later in the year.