Ogilvy Dusts Off Jaguar

NEW YORK-Ogilvy & Mather will launch Jaguar Cars’ 2000 S-Type sports sedan with a TV spot breaking nationally today that resurrects a previous tagline-and gives it some new energy.
The ads will attempt to widen the brand’s appeal by repositioning Jaguar as a paragon of “Spirited elegance.” The previous positioning was “Just about elegance,” said Al Saltiel, general marketing manager at Jaguar in Mahwah, N.J. “The launch of this car rejuvenates the brand.”
Anchored by the Shirley Bassey song “History Repeating,” the spot juxtaposes images of a vintage Mark II Jaguar driving through a countryside of muted yellows and greens with the S-Type, a sporty sedan romping through mountain terrain via clear, sharp, more modern images.
The campaign revives the prior tagline, “The blending of art and machine,” which had been used until 1994 before it was switched to the current line, “The new breed of Jaguar.”
Print work uses spare, black-and-white shots of the vehicle. It was developed with input from J. Walter Thompson in Germany, which creates ads for the brand in Europe. The launch budget is estimated at $50 million. Ford Motor Media, a unit of J. Walter Thompson, handles media buying.
While Jaguar’s U.S. sales are growing-1998 saw 22,503 cars sold, a 15.4 percent increase-those numbers are not rising as fast as rival Mercedes-Benz, which reported 170,245 cars sold in the same period, a 39.2 percent jump.
“This campaign is about blowing dust off the brand,” said Ross Sutherland, executive creative director at Ogilvy New York, who oversaw the effort. ƒ