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, a spokesman 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' Colin Kaepernick -- the tattooed quarterback who led the team to the Super Bowl.
"He's new on the scene, similar to the F-Type," Torpey said about the 49ers QB. "People have a lot of questions about him. They want to learn more about him."
Jaguar is also turning to the pages of Playboy for help.
Jaguar and Playboy are announcing a deal today at Hugh Hefner's Playboy Mansion to have the Playmate of the Year pose in front of an F-Type for a cover wrap on the June issue.