Jaguar to show off its progressive side in Australian produced campaign

Jaguar’s joint venture agency Spark44 has launched a locally produced campaign to reposition the iconic car brand and dispel some of the brand’s historical stereotypes.

Due to go live on Sunday, the campaign produced by Spark44’s Sydney office is part of a greater brand push later this year aiming to make the brand relevant again and show it’s progressive side ahead of the impending arrival of the Jaguar i-Pace in Australia.

Jasmin Bedir, Managing Director of Spark44 Sydney said, “This work is a departure from the traditional look and feel of the Jaguar brand. The world has moved on and so has Jaguar. 45% of new cars sold go to women, they also influence 80% of car purchase decisions and so the casting in our ads was a deliberate choice as was our insights used.”