The luxury automaker has a new ad, “Jaguar at Play” that spotlights its high performance cars and new design. The new 30-second spot is the first ad from Jaguar’s new global ad AOR Spark44, and showcases the brand’s highest performance models: the XFR, XJL Supersport and XKR-S. The spot debuted on the NFL Network on 12/1 and will also air, in the U.S. only, on national cable and locally, including CNN, ESPN and Comedy Central.
The ad represents a dramatic departure from the brand’s typical advertising strategy and signifies the new direction of the brand. 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.
See the ad here: