Former international footballer David Beckham has joined Tata Motors‘ luxury car unit Jaguar as a ‘brand ambassador’ to “support significant forthcoming product launches in China”.
“British sporting icon Beckham will feature in above-the-line marketing campaigns for the brand in one of its most significant international markets,” Jaguar said.
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JLR China managing director Bob Grace said: “We are absolutely thrilled that David will be an ambassador for Jaguar in China. 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.”
As part of a long-term partnership, Beckham will star in a series of print adverts and TV commercials exclusively in China.
His role will initially see him feature alongside the new F-Type Coupé. He will also feature in brand and product communication campaigns in coming years, including those for the XJ large luxury saloon which is likely eventually to be fully manufactured in China at a joint venture plant currently under construction with local partner Chery.
Beckham 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. 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.”
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By GlobalDataJaguar has revealed print materials to be used in the new marketing campaign. Fashion photographer and filmmaker Peter Lindbergh was commissioned to produce exclusive campaign images. He has worked with Beckham in the past and their involvement in the Jaguar campaign will see the two figures continue their collaborative relationship.
The F-Type Coupé will be a prominent feature of the first phase of the campaign. The XF and XJ saloons will also feature in the new Beckham campaign to present the brand’s full range to Chinese consumers.
The print campaign will appear in magazines and on billboards across China with TV advertising starting later this year.
