Jaguar has recruited international soccer star David Beckham to help peddle its wares in China. He will serve as the face of the brand in a new marketing campaign that will initially feature the new F-Type Coupe.

Jaguar is keen to promote its British-ness while also coming across as the brand of choice for buyers that are not only athletically-minded by also style-focused and cool. Beckham easily meets all these criteria, and he also happens to be a huge car nut.

Just some of the cars he’s owned include a Rolls-Royce Phantom Drophead Coupe, a Porsche 911 Turbo, a Cadillac Escalade, and even a Chevy Camaro that he had painted matte gray. Nowadays, though, he’s likely to be seen rolling around in various Jaguars.

Jaguar says the campaign will run for several years, and that beyond the F-Type Coupe the ads will include the XJ flagship sedan. We’ll also almost certainly see Jaguar’s upcoming XE small sedan featured too.

“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,” Beckham said in a statement. “It’s an honor to support a brand with such an amazing heritage and I look forward to being part of Jaguar’s exciting future in China.”

It’s not uncommon for major auto brands to recruit celebrities for their advertising campaigns. In fact, Beckham’s own wife Victoria helped promote the launch of the Range Rover Evoque from Jaguar’s sister company Land Rover. Then there was George Clooney who served as the face of Mercedes-Benz in China previously, and Justin Timberlake who helped market Audi cars in the past.


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