MEDIA CHOICE: Linda Smith, the commercial director at Capital Radio Group, picks Jaguar's ads complementing Die Another Day

"The Bond franchise has a rich history of featuring the very best of British performance cars and so has a natural fit with the new Jaguar XKR. The XKR is the epitome of a Bond car, combining the very best of style and performance. MindShare's television schedule to promote the XKR and the 20th Bond outing, Die Another Day, has been designed to complement the creative work developed by Rainey Kelly Campbell Roalfe/Y&R. Capitalising on Bond fever and a series of specialist Bond programmes showing on commercial TV, Jaguar can deliver to a TV strategy targeting Bond fans and discerning car enthusiasts.

"The selected media has been the perfect environment to employ Bond-like humour to compare the latest features on the Jaguar XKR to 007's famous car gadgetry. Target programmes have included ITV's Essential Bond, Bond Songs, Die Another Day Premiere, The Making of Die Another Day Script to Screen and Best Bond Moments. Jaguar also purchased its first spot on Five, a dedicated 5th Gear special all about Bond cars."

Client: Jaguar

Medium: National television

Media planning: Martin Gibbins at MindShare

Media buying: Alex Ponsford at MindShare

Creative: Rainey Kelly Campbell Roalfe/Y&R

Brief: Maximise awareness of Jaguar being an official James Bond partner

for Die Another Day

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