HECTOR AMEZCUA / hamezcua@sacbee.com

49ers quarterback Colin Kaepernick will surely be "Kaepernicking" in his commercial for Jaguar, set to air for the first time on May 22.

Jaguar turns to 49ers' Kaepernick to pitch its cars

Published: Saturday, May. 4, 2013 - 12:00 am | Page 1C
Last Modified: Sunday, May. 12, 2013 - 2:45 pm

The new spokesman for Jaguar collects sneakers, has a pet tortoise and is covered in tattoos.

Yes, the stuffy British car company is getting a facelift with 49ers quarterback Colin Kaepernick, who just shot a commercial in his new, sporty Jaguar F-Type V8 S.

The shooting took at least three days and features Kaepernick in his car at various Bay Area locales – including Santa Clara, on the shoreline and in front of the Golden Gate Bridge. Why did it take three days? Because Kaepernick insisted on sticking to his normal routine of workouts and practice at the 49ers' facility in Santa Clara before shooting each afternoon.

The deal provides Kaepernick with a sleek, $92,000 burgundy convertible, which replaces the gray Chrysler sedan Rick Kaepernick bought his son almost a decade ago. Jaguar, however, might have the better end of the bargain. It gets to be hip. And it benefits from Kaepernick's crossover appeal.

"The coolest thing is that they're embracing him head to toe – his tattoos, everything," said Shawn Smith, Kaepernick's marketing agent.

In fact, Kaepernick's ink – deemed "controversial" by some when he became the 49ers' starter midway through last season – figures prominently in the commercial, which will air for the first time on ESPN on May 22. The theme is "Kaepernick's Bay Area" and the ad includes stops at the quarterback's barber shop and his favorite tattoo parlor.

Will the spot include the 49ers quarterback "Kaepernicking" – that's kissing his right biceps for the uninitiated – in front of his new car?

Said Smith: "That's probably a safe bet."

Read Matthew Barrows' blogs and archives at www.sacbee.com/sf49ers and listen for his reports Tuesdays on ESPN Radio 1320. Follow him on Twitter @mattbarrows.

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Read more articles by Matthew Barrows



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