"Hawking is perhaps the greatest representation of British Intelligence, revered the world over for his intellect, creativity and elevated performance," Jaguar said in a statement accompanying a YouTube video of the commercial.
The automaker said Hawking is taking on "a new role" in the commercial.
The BBC calls Hawking, who has coped with a debilitating illness, "the most recognizable scientist of modern times." He has spent years looking for a single theory that describes our universe and was portrayed in the movie The Theory of Everything.
In addition to showcasing Hawking, the commercial gives prospective buyers a look at the Jaguar Activity Key, a $400 waterproof wristband that resembles a Fitbit. It serves as the secondary key fob. The main key fob won't start the engine when it's locked inside the SUV.
Automakers seem to be appealing to car shoppers' cerebral side with recent advertising.
Edmunds says: The not-so-subtle message is that Jaguar F-Pace buyers are part of the brainy bunch.