Our advertising guru, Don Klein, believes that Jaguar's "Rendezvous" Super Bowl commercial will have folks thinking about the brand "in a fresh, new light." We suspect Jaguar intends that light to illuminate traits like intelligence, panache, and power, and stop customers from associating the company alongside tired British tropes like giant fuzzy hats, general stodginess, and poor dental hygiene. So how does Jaguar's new brand ambassador José Mourinho fit into that mold? The short answer: perfectly.
Mourinho is the manager of West London–based Chelsea Football Club of the Premier League, and at the age of 51, is already one of the most revered managers in modern soccer (or, depending on where you're reading this, football). But beyond that, Mourinho has a reputation. Upon his arrival in England nearly 10 years ago, he anointed himself "The Special One" because of his already vast achievements at such a young age.
Since then, he's been labeled "rude," "a crybaby," "the enemy of football," and the suggestion of physical violence against him isn't uncommon. Most famously, though, Mourinho gouged the eyes of Barcelona assistant coach Tito Vilanova during a bench-clearing brawl in 2011 when he was at the helm of bitter rival Real Madrid.
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Mourinho may be a polarizing figure in Europe—the man is absolutely adored by Chelsea's very global fanbase—but few possess his combination of intellect, power, and unpredictability: the essentials for any successful villain. The fact that Jose's exploits have featured heavily in English tabloids for the past decade only serves as an extra cherry on top, as they'll no doubt publish plenty of photos of him driving his new F-type coupe—he'll be the first customer in the U.K. to receive one.
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