Jaguar Plays 'Wicked Games' To Launch The New Jag Generation

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News of August 29, 2001

Jaguar Plays 'Wicked Games' To Launch The New Jag Generation

IRVINE, Ca.– Jaguar will debut, in October 2001, the first elements of its global advertising campaign for the all-new X-Type sports sedan. Developed by new global creative partner, Young and Rubicam (Y&R), the new campaign features television, print and outdoor creative executions. The campaign will break with outdoor creative in August and September, with print following in September and television in October.

The X-Type campaign, created jointly by Y&R Advertising in New York and London, introduces a newly developed tagline -- 'The New Jag Generation.' The new tagline will be used in advertisements specifically for X-Type. By using the word 'Jag' in its tagline, Jaguar is aiming to continue shifting consumer perceptions about the marque, making it more relaxed and accessible.

In recent years, Jaguar has been well known for the creative use of music in its advertising, and the X-Type campaign is no exception. Using a re-recorded version of 'Wicked Games' by Chris Isaak and no voiceovers, the television campaign has a look and feel not normally associated with mainstream car advertising.

Photos: Ford

"The advertising campaign for X-Type is a breakthrough for Jaguar," said Michelle Cervantez, Vice President of Marketing, Jaguar North America. The 'New Jag Generation' tagline sends a clear signal that the X-Type is something new and unexpected from Jaguar. The campaign retains all the richness and passion you would expect from Jaguar combined with a sense of fun and informality. If we are to reach a new generation of Jaguar buyers with the X-Type, we knew we needed to take a fresh look at how the world sees us," continued Cervantez.

For the print campaign, Jaguar chose to include showing the X-Type in poor weather conditions such as snow and rain, highlighting the safety and traction benefits of its standard all-wheel drive system. Echoing the contemporary style of the television creative, Jaguar had the print adverts shot by a European fashion photographer in Europe and New Zealand. As well as dedicated print images, the X-Type campaign also uses stills from the television spots.

Jeff Darling of Radical Media based out of Australia directed the television spots. Jeff was chosen to direct the spots because of his "unusual" sense of style. The film was retouched by hand to achieve the romantic and dreamy blue and gray tones. The running footage of the X-Type was shot using still film with a motor drive still camera. This technique was used to give the X-Type a flickering appearance when it moves that can be described as a visual 'sonic boom'.

The television spot was filmed in locations with stunning landscapes including the Dolomite Mountains in Italy and Queenstown, New Zealand. Even the uniqueness of the local vegetation in New Zealand was used to provide a visually dramatic background for the campaign.

According to Ross Sutherland, Executive Creative Director at Y&R Advertising, “In developing the X-Type campaign we showcased the car in a much more irreverent way without abandoning the sensual and emotional territory that attracts people to Jaguar in the first place. We created the television as if it were a music video -- the scenes are very spontaneous as if it were a mood piece and show the people interacting with the car in a more casual way.”

Television ads will air during prime time, late night and cable network programming. Print ads will be seen in a broad range of publications including fashion and style, shelter, travel, sports, entertainment and lifestyle, business and technology, buff books and newsweeklies.

(August 23, 2001)

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