Jaguar first brand to advertise on world's tallest skyscraper

Jaguar is claiming a first with the Middle East launch of its latest SUV - which involved turning the world's biggest skyscraper into a giant billboard.

Jaguar: the luxury car brand became the first to advertise on the Burj Khalifa
Jaguar: the luxury car brand became the first to advertise on the Burj Khalifa

Jaguar took over Dubai’s Burj Khalifa, the world’s tallest structure at 829m, to launch the F-PACE SUV.

The car brand put on a three-minute light show to celebrate the new vehicle, showing the car driving through Dubai's cityscape. The Burj Khalifa also holds the Guinness record for the world’s largest LED-illuminated façade, making the spectacle an impressive one.

Jaguar Land Rover's managing director for the Middle East and North Africa, Bruce Robertson, said: "Although Jaguar is no stranger to world-firsts, it is still a niche brand manufactured on a relatively small scale, and to this point I am extremely proud of the regional team for turning this into such a spectacular global milestone which no other commercial brand, international or otherwise has managed to accomplish - it will be celebrated for years to come."

Brand: Jaguar

Agency: MEC Global