Jaguar signs virtual ambassador

Jaguar Land Rover's newest global brand ambassador doesn't exist.

The British company has signed up 'Noodle', guitarist for the virtual brand Gorillaz (the brainchild of real-life musician Damon Albarn from Blur and comic book artist Jamie Hewlett), to help promote its new Jaguar Racing Formula E team.

Gorillaz features four virtual members, drawn by Helwett, with actual musicians, including Albarn, providing the music. The band has released four studio albums that have sold more than 100 million copies around the world since being created in 2001.

Jaguar explained that the unconventional partnership is designed to inspire the next generation of engineers by capturing the attention of young people and getting them interested in cars, particularly electric cars like those used in Formula E.

"By 2022 we're facing a shortfall of 300,000 skilled engineers in the UK alone," said Fiona Pargeter, Jaguar Land Rover global communications director. "It is our responsibility to change this future by inspiring young people.

"Yes we want to be successful on track, but Formula E can be a once in a generation opportunity to inspire the future generations of engineers. A global platform to inspire and attract young children to a career in innovation and engineering – through Panasonic Jaguar Racing's partnership with Noodle we hope to inspire millions of young people to help invent the future."

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