Jaguar partners Channel 4 to 'buck traditional car advertising'

Channel 4 and Jaguar have partnered for a campaign starring the broadcasters' stars Jimmy Carr and Sharon Horgan.

The seven-figure partnership launches today (1 December) with a TV ad campaign starring childhood versions of Carr and Horgan "showing their edge".

Creative celebrates people who choose to be themselves rather than conform to societal conventions and will run across Channel 4, Film 4, More 4 and All 4 throughout programming that appeals to a young and diverse audience.

It will extend into 2018 with spots set to star further Channel 4 personalities.

The campaign does not feature any of the brand's vehicles and is designed to show Jaguar drivers’ "edge" and aims to tap into Channel 4’s like-minded, young and up-market audience.

The strategy was developed by Jaguar’s creative agency Spark44 and the creative development and production of the launch spots were developed by The Outfit, in conjunction with Spark 44.

Media agency Mindshare developed the idea and media strategy in collaboration with 4Sales’ creative approach PL4Y.

Launch spots will debut during Jamie and Jimmy’s Friday Night Feast with spots featuring the "Future Channel 4 Funnyman" and "Future Channel 4 Writer and Actor" with their grown-up selves providing the voiceover.

Scott Dicken, marketing director at Jaguar Land Rover UK, said: ''As the Jaguar brand grows we are looking at innovative and exciting ways to connect with new customers.

"With standout unique programming and like-minded viewers Channel 4 is the perfect partner."

Felicity Ive, deputy agency principal at Channel 4, said: "This bucks the trend of traditional car advertising.

"The partnership is a great example of how 4Sales can work with a like-minded brand to deliver a creative marketing solution that will engage and entertain Channel 4 viewers, using our much-loved talent."