We can get on board with using the term “spokesperson” instead of “spokesman” to be more inclusive. We’re not sure what to call Jaguar Land Rover’s latest, though. Because the company’s new brand ambassador isn’t actually a person: it’s a cartoon character.
Not one from a Disney movie, mind you, but the animated guitarist Noodle from the Gorillaz. Though we have our doubts as to whether anyone under 30 is all that familiar with a virtual band that peaked over a decade ago, the idea is as much about encouraging youth into STEM (science, technology, engineering and mathematics) fields as it is about promoting the company’s image.
Envisioned as a Japanese girl, Noodle is one of four virtual members of the band known for such hits as “Clint Eastwood,” “Tomorrow Comes Today” and “Dare,” which topped the charts in the UK back in 2005. The band was founded by Blur frontman Damon Albarn and comic-book illustrator Jamie Hewlett. It’s been backed by a roster of musicians, including a whole bunch of guys named Simon: Simon Katz from Jamiroquai, Simon Jones and Simon Tong from The Verve and Paul Simonon (as well as Mick Jones) from The Clash.
The campaign launches together with Jaguar’s new Formula E racing team, which made its race debut in Hong Kong where the third season kicked off this past weekend. Jaguar driver Adam Carroll finished twelfth (just outside the points) while his teammate Mitch Evans retired halfway through the race.