Jaguar Breaks New Ad Campaign with the S-Type

    MAHWAH, N.J., March 19 Jaguar North America will introduce
their new advertising campaign on Monday, March 19.  The campaign will begin
with television and print ads for Jaguar's S-TYPE, with ads for the XJ and XK
series to follow.  Television spots will air on cable and network television
and print ads will be featured in a variety of national magazines.

    "'The Art of Performance' isn't just an ad slogan," said Michelle
Cervantez, Vice President of Marketing at Jaguar North America.  "This
campaign communicates our performance and aspirational heritage with a
contemporary attitude."

    The television and print ads for the S-TYPE communicate this new attitude
by using the headline: "Your guidance counselor said you would never amount to
anything ... your guidance counselor drives a minivan."  The television and
print ads feature contemporary and peek-a-boo performance shots.  The music
for television is fast-paced, giving the spots an exciting feel.  Although the
copy differs for the XJ and XK series, they still reinforce the unified voice
of the campaign.

    The campaign will begin with thirty second S-TYPE television spots airing
on March 19.  Television spots for the XJ and XK series start on March 26.
The television ads will run until June 2001, with 30% of the ads being thirty
seconds and 70% being 15 seconds.  The television ads will air on national
cable networks as well as stations in the top fifteen U.S. markets.  The
majority of the ads will air during prime time, with spots also running during
sports broadcasts, morning shows and late night.

    Print ads will run in a broad range of national magazines.  Magazine
genres range from shelter, travel, sports, fashion/beauty, diversity,
epicurean, opinion leaders, business/personal finance, automotive and
newsweeklies.  Print ads will start to run in April and continue until
October 2001.