NEW YORK — Today, Jaguar will preview its new commercial developed by Spike Lee's 40 Acres and a Mule Filmworks, Inc., at The New Jaguar X-Type Janet Jackson "All For You World Tour 2001" at Madison Square Garden. The commercial portrays a young African-American man who places an order to receive his new Jaguar X-Type. The commercial breaks nationally in October. Print ads will break in October publications as well.
The 60-second commercial is the third product of Jaguar's partnership with Spike Lee's 40 Acres and a Mule team. In April 2000, 40 Acres and a Mule developed a short film entitled "The Harlem To Martha's Vineyard Special" for Jaguar's S-Type and XK Series, which debuted at the New York International Auto Show, and more recently, developed a video featuring Janet Jackson and a X-Type that is shown before each Janet Jackson concert.
The television ad, directed by Spike Lee, introduces a more diverse audience to the X-Type and Jaguar as a marque. The commercial features the newly created tagline for the X-Type — "The New Jag Generation." By using the word "Jag" in its tagline, Jaguar is aiming to continue shifting perceptions about the marque. The word "Jag" will be used across all X-Type communications.
"In developing the commercial, Spike was able to showcase the X-Type, as well as the lifestyle of a Jaguar owner," says Michelle Cervantez, Vice President of Marketing, Jaguar North America. "This commercial blends the richness of past Jaguar commercials with a more contemporary feel. We are expecting to broaden our appeal and attract a more diverse customer."