Jaguar is in the middle of an image makeover. It wants people to know that it makes more than just big, comfy luxury cars. Underneath that there is an edge. In its recent ads, the company wants to be associated with a more tailored, witty form of villainy. The next step is showing that it's also fearless.

Many Americans might not be familiar with José Mourinho, but he's one of the premier soccer, or football, coaches in the world. He's nicknamed "The Special One." Mourinho worked his way up from an assistant coach to lead small teams but eventually took over international heavyweights like Real Madrid and Chelsea.

In a new ad for the Jaguar F-Type R Coupe, Mourinho talks about what it means to be afraid. You might think such successful people overcome their fears, but successful men are driven it, he claims. But being scared doesn't make a man weak – it makes him dangerous. Scroll down to understand what Mourinho is talking about and get an earful from the wonderful exhaust of the R Coupe.


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    • 1 Second Ago
  • 7 Comments
      Proghog
      • 7 Months Ago
      Be Champions!
      TheSTIG
      • 7 Months Ago
      Clarkson once quipped the fezza 430 spyder can only be driven if you look like Jose Mourinho. Otherwise, get the coupe.
      Duders
      • 7 Months Ago
      There's only one thing Mourinho drives. It's a BUS.
        Alex Ingram
        • 7 Months Ago
        @Duders
        He doesn't even drive it very far, he normally just does the parking.
      mamamiaitsapizzapie
      • 7 Months Ago
      What does Mourinho have to fear? His Delaware-sized ego being shattered?
      NY EVO X MR GUY
      • 7 Months Ago
      You damn right. Fear makes ambition. "A man fueled by fear, is a man to be feared." Hell....YES!!!
      TheSTIG
      • 7 Months Ago
      If Jose is Jaguar, is Pep a Porsche? Perhaps Ancelotti can do a Maserati advert where as he's driving and the redline is creeping up, his eyebrow starts to rise. Wenger = Citroen Jurgen Klopp = AMG Black