British automaker Jaguar Land Rover is leveraging celebrity and adventure to promote its new Jaguar F-Pace model.
The brand called on soccer manager and former player José Mourinho to test the new vehicle and has released a short film showing him drifting and speeding across a frozen lake in Arjeplog, Sweden. Automakers are increasingly aligning their vehicles with a lifestyle by providing branded adventures and convincing consumers via hands-on testing, but the inclusion of a celebrity will extend that message?s reach.
The experience was magnificent,? said José Mourinho. ?For people in my world, I think a few days in a place like this is magnificent.
?The flying lap with [professional driver Tommi Karrinaho] sent my adrenaline soaring,? he said. ?It?s something I?ve only ever experienced before when I have walked out in front of 80,000 football fans.? Best show on ice

The automaker has long tested its vehicles in the bitter colds of Sweden?s northernmost provinces, where temperatures dip as low as -30?C, or -22?F. The performance-driven brand makes a point to emphasize its vehicles? ability to perform in all conditions, making the areas near the Arctic Circle ideal testing grounds (see story).
Arjeplog, Sweden
Mr. Mourinho already owns a Jaguar F-Type Coupé and has placed an order on the new F-Pace, making him an authentic spokesperson and ambassador for the model. The closeness that social media creates between fans and celebrities makes them more powerful ambassador...