Entertainment Articles

Advertising Age

Jaguar Positions F-Type Roadster as the Badass on the Block

May 9, 2013


Jaguar is launching its first two-seat roadster since Steve McQueen tooled around Hollywood in his E-Type in the 1960s. And the luxury carmaker is looking to tap into that old-school auto attitude with a $20 million campaign that plays up the 2014 F-Type's historic bloodline to Jaguar roadsters of the past.

Bruce Dundore, creative director of Jaguar ad agency Spark 44, wants consumers to view the two-seat convertible as "the baddest boy on the block."

Joe Torpey, communications manager for Jaguar-Land Rover North America, said the soft-top convertible is aimed at alpha male "go-getters." The company has also signed an endorsement deal with San Francisco 49ers' quarterback Colin Kaepernick -- the tattooed wunderkind who led the team to the Super Bowl.

Continue reading at AdAge.com

Read entire article on Advertising Age
« Previous Article Next Article »

More From Entertainment Articles

  • Kourtney and Khloe Bid Farewell to Miami, Not Reality TV
  • Alex Jones reveals she forgot her 'pull-in knickers' for the One Show
  • Weekend Recap: Hilary Duff Marries, Neil Patrick Harris Expecting, Jersey Shore Racks Up an Arrest
  • Best of Luxury

    Finding the best in luxury can be a daunting task, which is why we've taken it on for you.
    View All Best of Luxury
    THINGS WE LIKE