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.
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.