Jaguar: The Pack

Jaguar's global campaign for its new I-Pace all-electric SUV stars "Penny Dreadful" and "Casino Royale" actress Eva Green, accompanied by a gigantic pet jaguar. Green's super-cool demeanour and delivery transforms what could have been a '70s-style cheesy script into a watchable spot, under the direction of Chris Palmer from Gorgeous and with music specially composed by grime artist Skepta. She stalks through a hotel lobby during a thunderstorm and assures the attendant, "It's just electricity, nothing to be afraid of," as others cower from her big cat (which, to the relief of the production crew we assume, was created in CGI, by MPC). Two further ads in the campaign promote the E-Pace and F-Pace models of SUVs. In one, Green is offered a hire car and replies "I don't do popular choices," while unnerving some other hotel guests and their small dogs. A third ad features "The Bridge" actor Thure Lindhardt walking the jaguar in a park, sending Alsatians scattering. The tagline for all three is "A Breed Apart." The campaign, by Spark44, also includes print and digital ads featuring every model in the Jaguar line-up, with headlines such as "Long Live Originality" and "Stray From The Pack."

Jaguar: The Pack

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