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JAGUAR'S SUMMER ADS HOPE TO LURE YOUNG DRIVERS

'London Calling' Is Theme Behind Ford-Owned British Car

By Published on .

DETROIT (AdAge.com) -- "London calling" is the theme of a summer ad campaign for Jaguar cars, to be previewed July 22 by Ford Motor Co.'s Jaguar North America unit.

Creative touts the

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brand's British heritage while trying to boost Jaguar's appeal to a younger audience.

WPP Group's Y&R Cos., Irvine, Calif., handles the account.

Spending was not disclosed. In 2001, Jaguar spent $66.7 million in measured media, according to CMR. George Ayres, vice president of marketing for Jaguar, said the 2002 budget "isn't necessarily bigger."

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