Marketeering... done well...
http://www.carbuzz.com/news/2015/1/...rity-Tester-And-A-Serious-Enthusiast-7725077/Elba's role at the company will be “celebrity tester,” and his first task will be a 750-mile drive from London to Berlin in winter conditions. He will be taking a Jaguar XE on the trip, and the whole thing will be filmed (obviously), with Elba giving commentary on the car and how it handles the conditions. Obviously watching the entire trip would be tedious, but Jaguar will be giving us at least one highlight reel once the journey has been completed. Elba seems like a good choice for this, and we're looking forward to seeing the completed film.