2017 Jaguar F-Pace Commercial Stars Stephen Hawking | Edmunds

2017 Jaguar F-Pace Commercial Stars Stephen Hawking

LONDON Jaguar has enlisted physicist Stephen Hawking to serve as a pitchman for the 2017 Jaguar F-Pace compact luxury SUV, the first Jaguar aimed at families.

"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.

The F-Pace arrives at Jaguar dealerships this spring, targeting the Audi Q5, Land Rover Range Rover Evoque and Porsche Macan.

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.

A new ad campaign for the redesigned 2017 Audi A4 sedan describes it as the choice for intelligent car shoppers.

Edmunds says: The not-so-subtle message is that Jaguar F-Pace buyers are part of the brainy bunch.

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