JAGUAR GETS DECLAWED | Adweek JAGUAR GETS DECLAWED | Adweek
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JAGUAR GETS DECLAWED

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When Jaguar North America poked fun at guidance counselors in a television and print campaign last spring, the American School Counselor Association was quick to object.

Ads showed students who had been told by their guidance gurus that they "wouldn't amount to anything"all grown up and driving Jags while their tormentors were in cheesy econo cars.

"The image portrayed is a stereotype we have been trying to combat for years," said Richard Wong, executive director of the Alexandria,Va.-based association. "School counselors play an important role in encouraging students to realize their potential."

True to his vocation, Wong's complaint, in a letter to the automaker in Mahwah, N.J., focused on the positive. Why not help raise awareness of school counseling? he suggested.

The result is a campaign by Jag agency Young & Rubicam in New York promoting the ASCA. Five "Lessons. For life" print ads were developed by executive creative director Ross Sutherland and copywriter Jill Applebaum.