“USING” STEPHEN HAWKING.

 

“USING” STEPHEN HAWKING.

Using Stephen Hawking as a favor to him to play a villain isn’t working for Jaguar. It gets attention, but using a person who probably was never in a Jaguar, and having him endorse it, is such a transparent use of borrowed interest. At the end, he states: “ We all drive Jaguars.”  He could just as easily have said: “We all eat at Burger King.”