Rather than its traditional touting of genteel luxury and British roots, Jaguar is taking a walk on the wild side with the marketing of the new F-Type convertible.
For the predominantly digital and TV campaign that began last month, Jaguar is partnering with celebrities and publications that it says are hip rather than haughty -- and not British.
They include comedian and late-night TV host Jimmy Kimmel, ESPN "SportsCenter" anchor Stuart Scott and Colin Kaepernick, the San Francisco 49ers' young, tattoo-laden quarterback.
Playboy magazine is also playing a big role in the campaign. For instance, Jaguar sponsored last month's announcement of the Playmate of the Year.
The only Brits in this new marketing lineup are Damian Lewis, star of the Showtime series "Homeland," and producer-director Ridley Scott of Blade Runner and Thelma & Louise fame.
Scott produced a 13-minute online film called Desire starring Lewis that has a shot of the F-Type in every scene.
"The campaign has to make you feel a little uncomfortable," said Joseph Torpey, Jaguar North America's general manager of marketing communications. "We didn't stay consistent with the sophisticated style of the past. It has to make us feel a little bit unnerved."