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Jaguar shows off its wild side

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Jaguar has just introduced a global ad campaign meant to convey the message that its brand is “alive”.

Created by Spark 44 — a London agency established last June and partly owned by Jaguar — the campaign will have its debut on Facebook and YouTube, with a 45-second version of a 30-second television commercial that will appear in mid-March.

 

 

Also this month, Jaguar will start introducing print, digital and outdoor advertising all over the world. In addition, Jaguar has modernised its logo, a leaping jaguar, and its typeface, as well as its brand symbol, the face of a growling jaguar, which appears on the front grille and wheels of its cars. The Tata Motors-owned company is also planning a roadshow all over the world to allow prospective buyers to try its cars.

Tata Motors bought Jaguar and Land Rover from Ford for $2.3 billion in 2008.

Since Tata’s takeover, Jaguar has introduced the XJ model; that and the XK and XF were designed under the Ford regime. Adrian Hallmark, Jaguar’s global brand director, said the company would introduce several products over the next four years that would “grow the Jaguar brand significantly,” though he declined to provide specifics.

Jaguar sold 50,678 automobiles globally in 2011, down 1.5 percent from 2010.

The centerpiece of the new ad campaign is the 30- and 45-second videos, which feature mostly black-and-white footage of old-fashioned machines and technology like fans, incandescent light bulbs, washing and M.R.I. machines, early television sets and robots.

In the 30-second TV spot, the narrator says, “There are machines that can do things for us, machines that can see right through us, and machines that want to replace us. But, they are not us.” As he says, “There is one machine, so instinctive, so seductive, it’s as alive as we are. It doesn’t click or buzz, it roars. Jaguar,” the camera pans over the curves of a blue XJ, whose red taillight and start button stand out. When the driver presses the start button, the engine roars.

One print ad shows a sonogram depicting a Jaguar logo; its headline says, “Looks like somebody’s getting a new Jaguar.” Another print ad shows a red XF on the open road; the headline says, “Every Jaguar can do things machines can’t.” A third print ad depicts a blue XK and urges the reader to “Do one thing that scares you. Every day.” Digital banners have similar images and messaging. Virtually all the ads carry the tagline, “How alive are you?”

The campaign aims to “differentiate Jaguar cars by underscoring their unique emotional character,” said Hallmark, adding that “for too many luxury consumers, there is awareness of the Jaguar brand but not consideration and modern relevance.”

David Pryor, brand vice president for Jaguar Cars, said the advertising “builds on emotional levers.” He added, “It shows the car as animated and dynamic. We’re setting the reset button. We need to restore its iconic status.”

Hallmark said the campaign was aimed at people in their 40s and 50s with high disposable income, including “more nontraditional buyers” with “a broader mindset.”

The new campaign got mixed reviews from industry observers, several of whom found the advertising executions ineffective.

John R. Hauser, a professor of marketing at the M.I.T. Sloan School of Management, said the ads did “not create a very clear image. The question is what does ‘alive’ mean? They try to say the car creates a seductive effect with its design, rich form and interiors, but I’m not sure ‘alive’ captures that.”

Christie L. Nordhielm, an associate professor of business administration at the Ross School of Business at the University of Michigan, said the ads “try to accomplish too much.” She added, “They lack discipline in messaging and execution. In the execution, they’re obviously trying to create an emotional connection with the brand, but they rely too much on words and not enough on visuals. The rule for this kind of advertising is show, don’t tell. Unfortunately, Jaguar is trying to tell, but you can’t talk someone into having an emotional connection with you.”

Christopher Cedergren, managing director of Iceology, a Los Angeles consulting and research company, disagreed, saying the campaign is “avant-garde enough to definitely capture consumers’ attention and put Jaguar on the radar screen of more potential luxury customers.” Cedergren added, “It grabs your attention, incites emotions and instills passion.”

He said the TV spot in particular conveyed Jaguar “in a more youthful, progressive way.”

Jaguar has just introduced a global ad campaign meant to convey the message that its brand is “alive”.

Created by Spark 44 — a London agency established last June and partly owned by Jaguar — the campaign will have its debut on Facebook and YouTube, with a 45-second version of a 30-second television commercial that will appear in mid-March.

Also this month, Jaguar will start introducing print, digital and outdoor advertising all over the world. In addition, Jaguar has modernised its logo, a leaping jaguar, and its typeface, as well as its brand symbol, the face of a growling jaguar, which appears on the front grille and wheels of its cars. The Tata Motors-owned company is also planning a roadshow all over the world to allow prospective buyers to try its cars.

Tata Motors bought Jaguar and Land Rover from Ford for $2.3 billion in 2008.

Since Tata’s takeover, Jaguar has introduced the XJ model; that and the XK and XF were designed under the Ford regime. Adrian Hallmark, Jaguar’s global brand director, said the company would introduce several products over the next four years that would “grow the Jaguar brand significantly,” though he declined to provide specifics.

Jaguar sold 50,678 automobiles globally in 2011, down 1.5 percent from 2010.

The centerpiece of the new ad campaign is the 30- and 45-second videos, which feature mostly black-and-white footage of old-fashioned machines and technology like fans, incandescent light bulbs, washing and M.R.I. machines, early television sets and robots.

In the 30-second TV spot, the narrator says, “There are machines that can do things for us, machines that can see right through us, and machines that want to replace us. But, they are not us.” As he says, “There is one machine, so instinctive, so seductive, it’s as alive as we are. It doesn’t click or buzz, it roars. Jaguar,” the camera pans over the curves of a blue XJ, whose red taillight and start button stand out. When the driver presses the start button, the engine roars.

One print ad shows a sonogram depicting a Jaguar logo; its headline says, “Looks like somebody’s getting a new Jaguar.” Another print ad shows a red XF on the open road; the headline says, “Every Jaguar can do things machines can’t.” A third print ad depicts a blue XK and urges the reader to “Do one thing that scares you. Every day.” Digital banners have similar images and messaging. Virtually all the ads carry the tagline, “How alive are you?”

The campaign aims to “differentiate Jaguar cars by underscoring their unique emotional character,” said Hallmark, adding that “for too many luxury consumers, there is awareness of the Jaguar brand but not consideration and modern relevance.”

David Pryor, brand vice president for Jaguar Cars, said the advertising “builds on emotional levers.” He added, “It shows the car as animated and dynamic. We’re setting the reset button. We need to restore its iconic status.”

Hallmark said the campaign was aimed at people in their 40s and 50s with high disposable income, including “more nontraditional buyers” with “a broader mindset.”

The new campaign got mixed reviews from industry observers, several of whom found the advertising executions ineffective.

John R. Hauser, a professor of marketing at the M.I.T. Sloan School of Management, said the ads did “not create a very clear image. The question is what does ‘alive’ mean? They try to say the car creates a seductive effect with its design, rich form and interiors, but I’m not sure ‘alive’ captures that.”

Christie L. Nordhielm, an associate professor of business administration at the Ross School of Business at the University of Michigan, said the ads “try to accomplish too much.” She added, “They lack discipline in messaging and execution. In the execution, they’re obviously trying to create an emotional connection with the brand, but they rely too much on words and not enough on visuals. The rule for this kind of advertising is show, don’t tell. Unfortunately, Jaguar is trying to tell, but you can’t talk someone into having an emotional connection with you.”

Christopher Cedergren, managing director of Iceology, a Los Angeles consulting and research company, disagreed, saying the campaign is “avant-garde enough to definitely capture consumers’ attention and put Jaguar on the radar screen of more potential luxury customers.” Cedergren added, “It grabs your attention, incites emotions and instills passion.”

He said the TV spot in particular conveyed Jaguar “in a more youthful, progressive way.”

© The New York Times News Service