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.”

Part of the brief was was to find a way to introduce Jaguar to a new audience without losing the converted while dispelling some historical stereotypes and misconceptions, Bedir said.

Kevin Nicholls, Jaguar Land Rover Marketing Director, added:  “We conducted extensive brand research and identified stereotypes that we wanted to challenge. Our new SUVs, E-Pace and F-Pace as well as our halo car, the F-Type are far from conventional, so we briefed an unconventional campaign.”

Last month Dentsu Aegis Network’s Dentsu X opened a Sydney office to service Jaguar Land Rover’s having won the brand’s global media account following a global review last year

The campaign goes live on Sunday, Jun 3 across TV, digital and social channels.

  • Client – Jaguar Land Rover Australia
    • Director, Marketing: Kevin Nicholls
    • General Manager, Communications and Public Relations: Tim Krieger
  • Creative Agency – Spark44
    • Managing Director: Jasmin Bedir
    • Creative Director: Matt Johnson
    • Art Director :Laura Brown
    • Copy Writer: Tom Bradbeer
    • Strategy Director: Monica Valente
    • Business Director – Digital, Social and CRM: Vanessa Lopes
    • Business Director: Daniel Bevins
    • Producer: Rachel Smith
  • Production Company – Rapid Films
    • Director: Dave Klaiber Executive Producer: Susannah Phillips
  • Media Agency – Dentsu
    • Client Service Director: Charlotte Edwards

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