Jaguar enlists Spike Lee

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Jaguar North America, Mahwah, N.J., on April 18 announced at the New York auto show a marketing venture with Spike Lee's 40 Acres & a Mule Filmworks. The first assignment is to create an 8-minute video direct-mail piece showing how Jaguar complements the lifestyle of a successful African-American couple. Part of the video may be used for a TV spot. Jaguar agency of record Ogilvy & Mather Worldwide, New York and Dearborn, Mich., will work with 40 Acres on brand strategy and media planning.

Copyright April 2000, Crain Communications Inc.

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