‘Gorgeous’ ad campaign aims to revitalise Jaguar

Luxury carmaker Jaguar has unveiled a new global communications strategy called “Gorgeous” in an attempt to inject new life into the brand.

  • E-Mail
By  Tim Addington Published  December 4, 2005

Luxury carmaker Jaguar has unveiled a new global communications strategy called “Gorgeous” in an attempt to inject new life into the brand. The phased campaign will break in the Middle East in February next year ahead of the launch of Jaguar’s new XK coupe and convertible models in March. “We made a decision that Jaguar needed a new communications strategy that truly reflected the brand and its future,” said Marwan Halabi, general manager of marketing at Jaguar Middle East and North Africa. “We needed a new way to present our cars that was both sophisticated and contemporary. It also had to be something that our customers would identify and understand.” While admitting that Jaguar had experienced a number of “challenges” over the last three years, Halabi said that the new strategy would remain true to Jaguar’s core values but present the brand in a more appealing way. Developed by its newly appointed worldwide creative agency, Euro RSCG Fuel, the campaign aims to position Jaguar as “alluring, sexy and contemporary” and claims to “redefine the word luxury”. The million dollar plus television commercials shy away from traditional car photography, instead focussing on a series of “gorgeous” people. Taglines which are voiced by Hollywood actor William Defoe, include “Gorgeous stays up late and still looks gorgeous” and “Gorgeous pays for itself in the first five seconds”. Jaguar hopes the word gorgeous will become synonymous with the brand as a result of the campaign. “It is not your typical automotive advertising, but it is more in line with the true values of the Jaguar brand,” said Halabi. The campaign, which is being planned by Mediaedge:cia, will include teasers, a 90, 60 and 30-second series of TV commercials, print, direct marketing and a newly created website. Halabi refused to disclose how much Jaguar in the region was spending on the campaign, only saying it was a “significant investment”. Sales of Jaguar cars increased by 17% in the Middle East this year and the company expects that number to rise further on the back of the new Gorgeous promotion. An outdoor ad that is currently on display in Kuwait, the company’s largest regional market, has seen 60 advanced orders being made for the new XK models, the company claims. New York-based Euro RSCG Fuel snatched the creative account away from incumbent Young & Rubicam earlier this year after bringing in BBC Top Gear presenter and newspaper columnist Jeremy Clarkson to help out on the pitch.

Add a Comment

Your display name This field is mandatory

Your e-mail address This field is mandatory (Your e-mail address won't be published)

Security code