J. Walter Thompson and Ogilvy & Mather together launch the Jaguar
S-Type this week with a global television, cinema, press and poster
campaign created by the Global Brand Alliance, a collaboration of the
two WPP agencies.
The film, which will be shown in 60- and 30-second formats, was shot in
New Zealand and South Australia and promotes the car as ’uniquely
spirited’ and ’the first of a new generation’.
It opens with scenes of the famous E-Type Jaguar speeding through the
countryside in a scene set in the 50s. A young girl, a football team, a
motorbike rider and a group of factory workers finishing their shift all
stop to watch the car go by.
The next shots are of a glamorous 50s press launch of a Jaguar E-Type
model. As the journalists and photographers gather round, the film
begins to shift between the past and the present, as the E-Type becomes
the S-Type. The second half of the commercial moves into the present day
and we see the S-Type driving through city streets. The same young girl,
now in modern dress, observes the car once again.
Shirley Bassey and the Propellerheads - blending old and new musical
styles - provide the music for the film. Bassey sings: ’Word is about,
something is evolving ... they say the next big thing is here ... It’s
all just a little bit of history repeating.’
The commercial was put together by two creative directors: Ray Kelsey
from JWT and Ross Sutherland from O&M. It was directed by Frederic
Planchon through Premier Heure.
Jaguar’s S-Type is a sports saloon designed to take on the BMW 5 Series
and the Mercedes E-Class while appealing to women, who make up only 5
per cent of buyers in the UK but 35 per cent in the US. The car is
fitted with the latest technology, including voice-activated controls
and satellite navigation systems.