There are plenty of attributes we associate with Jaguar. Luxurious, powerful and attractive all spring readily to mind, but we're not sure we'd tie the world "playful" to the brand. Jaguar seems to think otherwise, and has released a new ad showing three of its most sultry models frolicking about in jungles both natural and urban. The spot ends with the tagline "Welcome To Our Jungle," though Axl Rose and Slash are conspicuously absent.

The XJL Supersport, XFR and XKR-S all share some time on screen set to a little Spanish guitar and the bark of delicious supercharged 5.0-liter V8 exhaust notes. The agency behind the spot, Spark44, says that the goal was to show the vehicles as animate, fun objects.

We can certainly attest to these vehicles' ability to paint a smile on your face. The ad does still seem plenty conservative, however. While there's a bit of sideways action here and there, the vehicles mostly seem constrained to speed limits and turn taking. We want to see some sibling rivalry. Hit the jump to check out the full clip for yourself.


Show full PR text
JAGUAR LAUNCHES NEW TELEVISION AD TO SPOTLIGHT BRAND'S RESURGENCE AND HIGH-PERFORMANCE VEHICLES

MAHWAH, NJ – (December 1, 2011) – Jaguar is launching today a new television advertisement in the U.S. that communicates the brand's resurgence by spotlighting its high performance cars and their impressive new design. The new 30-second spot is the first ad from Jaguar's new global ad agency of record, Spark44, and showcases the brand's highest performance models: the XFR, XJL Supersport and XKR-S.

"Jaguar represents distinctive design and pure performance. This new television spot truly communicates the excitement surrounding the brand with our new high performance line-up," said David Pryor, Brand Vice President of Jaguar North America, LLC. "The ad boldly shows off the three highest performing models in the Jaguar fleet, the XFR, XJL Supersport and XKR-S. We couldn't be more proud of our 2012 model year collection and are thrilled to showcase it through a spot that reflects a new, progressive approach to the brand."

The ad represents a dramatic departure from the brand's typical advertising strategy and signifies the new direction of the brand. In "Jaguar at Play," the models are shown as animated objects -- teasing, challenging and playing with each other in a variety of environments, ranging from the rural forests of northern San Francisco to urban industrial locations. The spot communicates the heightened sense of life drivers feel when they get behind the wheel -- agile, powerful and exhilarated.

"We wanted to show the new 2012 models in all their glory, both for their remarkable performance and sensuous design," said Bruce Dundore, Creative Director, Spark44 North America. "These are incredibly fun and impressive cars to drive, and we shot an intriguing and energetic execution that illustrates the exhilaration you feel when you get behind the wheel of these beautiful – and beautifully-created -- cars."

The spot debuts on the NFL Network on December 1 and will also air, in the U.S. only, on national cable and locally, including CNN, ESPN and Comedy Central. It was directed by Bandito Brothers' Vic Huber and features an original score from Anthony Marinelli. The ad can be viewed here:http://interactivejaguar.com/home/index.php.


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    • 1 Second Ago
  • 16 Comments
      recharged95
      • 3 Years Ago
      Finally a good line up from Jag. Good to have you guys back to the table.
      Jeff Crowell
      • 3 Years Ago
      Wrong music and clunky editing. The rest of their current ad campaign is phenomenal though. Check out Jag's youtube channel.
      Jonathan
      • 3 Years Ago
      and why would you want to mess this all up with an suv?
      Spartan
      • 3 Years Ago
      Jag Whar - American Jag-yu-whur - UK SHAGUAR BABY YEAH - Austin Powers
        aacfx09
        • 3 Years Ago
        @Spartan
        Even as an American this gets to me. Even at the very least it should be Jag-you-are and not Jag-wahr. There's no such word where the U is pronounced with a W sound :P
          tgsid
          • 3 Years Ago
          @aacfx09
          Your right. I pronounce it Jag-yu-whur. Even if my friends do get annoyed.
      JasonERF
      • 3 Years Ago
      Nooooooo!! This is a Lexus ad. Sounds like the same BORING announcer and terrible music. Pass! I really hope now that their lineup of cars is rocking they haven't abandoned the ad agency that produced these awesome ads: http://www.youtube.com/watch?v=z8KVWnI4jGc http://www.youtube.com/watch?v=4UBRm23qPhI http://www.youtube.com/watch?v=aUW9ybZ8WV4 ^Those ads have style, attitude and sex appeal. This new one is honestly characterless. Jaaaaag had developed a wonderful look and style that stood out from all other car companies... The sharp contrasts, blue hues and sex appeal. The commercials have not been the problem. The lineup has been the problem. I honestly think abandoning that direction is a mistake now that their lineup is getting so strong! I know, everyone's a critic, but I love my Jaaaaaag.
      • 3 Years Ago
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      Larry
      • 3 Years Ago
      They look like Japanese knockoff.... What happened to the "cool" of a Jag?
      christoferchance
      • 3 Years Ago
      i think they ruined the exclusivity of the XJ by making the frontend of the XF look almost the same as that of the XJ. I mean it does look good but then from the outside, at the parking lights, who will notice the difference at first glance?
      • 3 Years Ago
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      switzarch
      • 3 Years Ago
      Had a '66 3.8S; exciting and very quick. A four door XK-E. Glad to see Jaguar is making exciting cars again and you don't have to worry about oil drips as much! See "LL" is here, let's all give the little lady a big hand and ask her to leave.
      • 3 Years Ago
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      • 3 Years Ago
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