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Friday March 7, 2014 MYT 7:25:00 PM
Friday March 7, 2014 MYT 7:28:31 PM
Jaguar announces David Beckham as brand ambassador for China. -- AFP
The sports and fashion celebrity is the luxury brand’s new ambassador to China.
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 British luxury and sportscar brand Jaguar’s most important and competitive market and the choice of David Beckham, arguably the most recognisable 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 Coupe 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 1960s and today this legacy is alive in the phenomenal F-TYPE Coupe, 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,” 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 Ben Kingsley, Tom Hiddleston and Mark Strong and King’s Speech director Tom Hooper.
Meanwhile, in Britain, the outspoken, stylish and charismatic Portuguese football manager Jose Mourinho is the face of the brand and the first person to have taken delivery of a Jaguar F-Type Coupe. — AFP Relaxnews
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