Jaguar is positioning its first two-seat roadster since the 1960s as "the baddest boy on the block," says Bruce Dundore, creative director at Jaguar agency Spark 44. The vehicle is being targeted to alpha males, says Jaguar Communications Manager Joe Torpey, with San Francisco 49ers quarterback Colin Kaepernick tapped as an endorser and Playboy agreeing to pose a Playmate in front of it for a cover ad.

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