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Jaguar
We kept what you love. The rest is history.

RAN IN: United States

CLIENT
Jaguar Cars, Inc.

AGENCY
Ogilvy & Mather *Lead Agency


SUMMARY

Jaguar's new XJ Series represented the brand's first new product since 1987. It had to succeed in the face of heavily advertised product launched from Lexus and BMW. Jaguar's strategy was to create demand for the cars based on the strength of the brand's core values, rather than through aggressive lease pricing. The campaign positioned the new car as the "retro-lutionary" new Jaguar--i.e., a return to classic styling combined with advancements in quality.


Language: English