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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.

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