Jaguar: The Pack

Published On
Oct 16, 2018

Editor's Pick

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."

Credits

Date
Oct 16, 2018
Client:
Jaguar
Agency:
Spark 44
Senior Manager:
Eric Labourier
Chief Creative Officer:
Brian Fraser
Executive Producer:
Michael De Vries
Creative Director:
Sean Doyle
Creative Director:
Ed Edwards
Stills Creative Direction:
Richard Blisset
Stills Creative Direction:
Lee Aldridge
Content Director:
Daniel Drage
Business Director:
Jon Busk
Chief Strategy Officer:
Carsten Schneider
Global Strategy Director:
Lee McEwan
Account Director:
Katy Wright
Account Manager:
Gabriella Ghigi
Production Assistant:
Slavica Delevic
Director:
Chris Palmer
Production Company Producer:
Rupert Smythe
Director of Photography:
Barry Ackroyd
Edit House:
The Quarry
Post House:
The Moving Picture Company
Music Track:
Shutdown by Skepta
Composer:
Antony Genn
Final Mix:
James Saunders
Stills Photographer:
Gary Bryan
Stills Retouching:
Oliver Carver

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