Sting Stars in Jaguar TV Commercial

Global Campaign Promotes Both Vehicle and Music

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DETROIT ( -- Jaguar Cars North America, headquartered in Mahwah, N.J., continues its push for the S-Type sedan with a new musical 60-second ad arriving in 15 spot TV markets March 20.

Sting's new Jaguar commercial promotes a car as well as a new album.

The unusual commercial uses footage from the "Desert Rose" music video of Grammy winner Sting, who owns a Jaguar.

Sting chose the S-Type for the video and his agent, Miles Copeland, approached the carmaker.

Global campaign
The spot also will air in the France, Germany and the U.K., as well as Hong Kong, Japan and Singapore.

The commercial, also in a :30 version, will run globally through August in the estimated $40 million push.

Print executions could arrive in two months. Ogilvy & Mather Worldwide and J. Walter Thompson Co. work together on Jaguar's global account.

Jaguar will also sponsor Sting's charity Rainforest concert April 13 concert in Manhattan. The carmaker launched S-Type last May with a $50 million push.

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