JWT and O&M in new Jaguar push

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.

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.



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