Y&R Ads: Give the Gift of Jaguar

After testing the waters last year, Jaguar will once again launch a major fourth-quarter effort aimed at positioning the upscale car as the perfect holiday gift.

As was the case last year, the “Unwrap a Jaguar” holiday promotion was created by Young & Rubicam in Irvine, Calif., and encourages consumers to lease the car for their spouse. Last year the car maker spent about $9 million on the effort, according to CMR. Sources said this campaign, running Nov. 18 through Jan. 6, will reach that level. TV spots are running on national cable stations, as well as in the top 15 markets and on spot TV.

One 30-second spot has a woman driving the Jaguar X-Type, her husband seated next to her. Although onlookers seem impressed with the vehicle, the camera pulls back to reveal that their smiles are inspired by a big red bow on the car’s roof.

A spot featuring the X-Type, S-Type and XK has a couple driving their modest car through a neighborhood where every car is a Jaguar with a red bow. They pass a driveway where a woman is overcome with joy after a man surprises her with a new Jag. With that, the woman in the car throws a wistful look at her sheepish husband, and a Jaguar then drives up behind them and honks.

Jaguar is also bringing back last year’s “Instant Photo” spot, which featured a man who is disappointed by a toy Jaguar his wife gives him—until she snaps an instant photo of him that reveals a real Jaguar with a red bow in the driveway.

Rich Siegel, agency svp, group creative director, said the campaign “feels quirky and charming, and it also makes the car the hero.”

Dealer versions of the spots contain an “affordable message to build traffic and project a premium brand,” said Mark Scar pato, client retail communications manager.

Jaguar, a division of Ford Motor Co., sold nearly 45,000 cars in the U.S. last year. This year, the Irvine, Calif., nameplate projects sales of 60,000 vehicles and expects at least 10,000 of those to be purchased in November and December. “Jaguar used to be owned by older, stuffy people, but we’re reaching a broader number of people and trying to put a smile on people’s faces,” Siegel said.

The campaign also includes radio, print and outdoor ads, a microsite (www.jaguar.com/unwrap), big bows and point-of-sale kits for dealers, and custom-printed Jaguar wrapping paper, which will be included in a polybag in The Wall Street Journal as a direct mail piece.