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."