Rainey Kelly Campbell Roalfe/Y&R and Y&R New York have teamed up to
create the global launch campaign for the Jaguar X-type.
The campaign will aim to broaden Jaguar's customer base and promote the
car against competitors such as the BMW 3 Series. It breaks in the UK
before a global rollout into all markets.
The campaign positions the X-type as a luxury lifestyle statement
similar to that of fashion brands such as Gucci or Prada. The campaign
has a distinctly fashion-led emphasis, with press work overseen by the
fashion photographer Glen Luchford, who has tried to create images more
familiar to fashion magazines than motoring titles.
In the press campaign, which is created by RKCR and fronted by the
British model Laura Bailey, it is the owner rather than the car that
One execution shows just the roof of the car in the foreground, with the
focus on the driver. Another features a close up of Bailey sitting in
the car, juxtaposed with a shot of the new car model.
The TV campaign, created by Y&R New York, features images of a
stylishly-clad couple interspersed with shots of the car in action.
The generic strapline 'The new Jag generation', which will run through
all subsequent advertising, was coined by RKCR/Y&R.
Robert Campbell, the executive creative director of RKCR/Y&R, said: 'The
ad confronts people with the fact that a new generation will be buying
the X-type. It synthesises the mixture of performance and youth.'
The press campaign was written by Graeme Cook and art directed by Stuart
Elkins. The TV work was written by Jill Applebaum and art directed by
Marwan Khuri. It was directed by Jeff Darling through @Radical.media.
Media planning and buying is handled by MindShare.