Jaguar Plays 'Wicked Games' to Launch The New Jag Generation

    IRVINE, Calif., Aug. 23 Jaguar will debut, in October
2001, the first elements of its global advertising campaign for the all-new
X-Type sports sedan. Developed by new global creative partner, Young and
Rubicam (Y&R), the new campaign features television, print and outdoor
creative executions.  The campaign will break with outdoor creative in August
and September, with print following in September and television in October.

    The X-Type campaign, created jointly by Y&R Advertising in New York and
London, introduces a newly developed tagline  -- 'The New Jag Generation.' The
new tagline will be used in advertisements specifically for X-Type.  By using
the word 'Jag' in its tagline, Jaguar is aiming to continue shifting consumer
perceptions about the marque, making it more relaxed and accessible.

    In recent years, Jaguar has been well known for the creative use of music
in its advertising, and the X-Type campaign is no exception. Using a
re-recorded version of 'Wicked Games' by Chris Isaak and no voiceovers, the
television campaign has a look and feel not normally associated with
mainstream car advertising.

    "The advertising campaign for X-Type is a breakthrough for Jaguar," said
Michelle Cervantez, Vice President of Marketing, Jaguar North America.  The
'New Jag Generation' tagline sends a clear signal that the X-Type is something
new and unexpected from Jaguar. The campaign retains all the richness and
passion you would expect from Jaguar combined with a sense of fun and
informality. If we are to reach a new generation of Jaguar buyers with the
X-Type, we knew we needed to take a fresh look at how the world sees us,"
continued Cervantez.

    For the print campaign, Jaguar chose to include showing the X-Type in poor
weather conditions such as snow and rain, highlighting the safety and traction
benefits of its standard all-wheel drive system. Echoing the contemporary
style of the television creative, Jaguar had the print adverts shot by a
European fashion photographer in Europe and New Zealand. As well as dedicated
print images, the X-Type campaign also uses stills from the television spots.

    Jeff Darling of Radical Media based out of Australia directed the
television spots.  Jeff was chosen to direct the spots because of his
"unusual" sense of style. The film was retouched by hand to achieve the
romantic and dreamy blue and gray tones.  The running footage of the
X-Type was shot using still film with a motor drive still camera.  This
technique was used to give the X-Type a flickering appearance when it moves
that can be described as a visual 'sonic boom'.

    The television spot was filmed in locations with stunning landscapes
including the Dolomite Mountains in Italy and Queenstown, New Zealand. Even
the uniqueness of the local vegetation in New Zealand was used to provide a
visually dramatic background for the campaign.
 
   According to Ross Sutherland, Executive Creative Director at Y&R
Advertising, "In developing the X-Type campaign we showcased the car in a much
more irreverent way without abandoning the sensual and emotional territory
that attracts people to Jaguar in the first place.  We created the television
as if it were a music video -- the scenes are very spontaneous as if it were a
mood piece and show the people interacting with the car in a more casual way."

    Television ads will air during prime time, late night and cable network
programming. Print ads will be seen in a broad range of publications including
fashion and style, shelter, travel, sports, entertainment and lifestyle,
business and technology, buff books and newsweeklies.