Maybe it wasn't so strange, though. The new spot by O&M for the XJ-6 sedan, titled Shangri-La, uses a bed of sensuous music with silent copy that reads, 'It's a ride on a comet's tail. It's one part love. Two parts lust. At $549 a month, it's a dream come true.'
The ad for the XJ-6 sedan is reflective of Jaguar president Mike Dale's interest in putting the emotion back into Jaguar's communication. Said Jaguar spokesperson John Crawford, 'It's a bit different for Jaguar, but we're convinced that it sends the right message.' Added Crawford, 'People tend to fall in love with their Jags.'
The TV execution follows a series of newspaper ads that broke last October in which Jag owners wax eloquent about their cars.
Jaguar is launching a comeback guided by its parent, Ford, which bought the firm four years ago. Though Jaguar does not have new product yet, it has greatly improved the quality of the XJS coupe and XJ6 sedan.
Copyright Adweek L.P. (1993)