NEW YORK Jaguar said today it is unveiling a new tagline and updated corporate logo from its national agency, Young & Rubicam, which will debut in a national campaign breaking April 16. It marks Jaguar's first image campaign since 1996.
The intention of the new tag, "Born to perform," is to project a more contemporary image and to emphasize the advanced technology and performance of the vehicle lineup, the automaker said. It replaces the two-year-old tag, "Art of performance." The announcement was made at the 2003 New York International Auto Show.
The new campaign from Y&R in Irvine, Calif., will integrate print, outdoor and broadcast, including 60- and 30-second versions of a brand TV spot.
Spots include a voiceover by actor Joseph Fiennes and a performance theme that was inspired by a quote by company founder Sir William Lyons: "The car is the closest thing we will ever create to something that is alive."
The 60-second launch spot shows Jaguar vehicles past and present navigating cobbled streets in Spain, while people in upscale settings turn to look. The spot is set to music from Moby with a cardiogram as a backbeat. The spot ends with a single blip from an electrocardiograph and a voiceover recitation of Lyons' aphorism about the Jaguar.
The brand's logo will continue to feature the leaping Jaguar, but it will assume a more muscular and powerful look, the automaker said in a statement.
The new tagline and logo will be featured in future product advertising, including the June launch of the new 2004 XJ sedan.
Two print executions will appear in May issues of newspapers and magazines like The Wall Street Journal, The New York Times, USA Today, Fortune and The New Yorker. One ad presents a poem describing a Jaguar in the first person, set on a black background with the new athletic logo on the bottom. The other ad shows an EKG blip and text of Lyons' quote.
George Ayres, client vp of marketing, said the company will put about 20 percent of its budget behind the launch and 50 percent behind the XJ effort. There will be a heavy cable buy for the effort, he said.