For some people, life isn't about blending in. It's about standing apart from the masses, ignoring the obvious, being original and straying from the conventional path.
At Jaguar, our designers and engineers don’t just apply expertise to the creation of luxury cars. There’s instinct and passion involved too, a touch of specialness, of soulfulness, that you don’t find in an ordinary car.
A Jaguar is different. It is a breed apart. And this is what we’re telling the world with a global launch across TV, Cinema, Digital, Print and Social Media.
The campaign features Eva Green, award-winning actress and star of Casino Royale and Penny Dreadful. It features a powerful, prowling jaguar cat. And it features some pretty special cars: the award-winning PACE family of SUVs, with the all-electric I‑PACE kicking things off in the launch film ‘Electrical Storm’, on-screen as of today.
Wired described the I‑PACE as "a game changer for electric vehicles." Top Gear said "Jaguar steps bravely into the unknown – and nails it."
Further films showcase Top Gear’s Crossover of the Year, the E‑PACE Compact SUV, and the former World Car of the Year, the F‑PACE Performance SUV, in a spot featuring Thure Lindhardt, star of TV drama ‘The Bridge’.
"THESE FILMS HIGHLIGHT THE UNIQUE PRESENCE OF A JAGUAR CAR. EVA'S CONFIDENT, INDEPENDENT SPIRIT IS THE PERFECT FIT FOR THE BRAND."
Customer Experience Director
All films are accompanied by a striking soundtrack from award-winning British Grime artist, Skepta.
Discussing why the partnership made so much sense, Eva Green said, "When I think of Jaguar, I think of the power and elegance in the animal. The cars are so uncompromisingly beautiful and strong, just like my big cat companion itself."
Jaguar Land Rover’s Customer Experience Director, Fiona Pargeter, comments, "These films highlight the unique presence of a Jaguar car. Eva’s confident, independent spirit is the perfect fit for the brand."
Brian Fraser, Chief Creative Officer of Spark44 said, "The core idea is that Jaguars are different and Jaguar people are different. They don’t follow the herd."
The campaign was created by Spark44, Jaguar Land Rover’s creative agency. The films were directed by Chris Palmer through Gorgeous, with stills photography by Gary Bryan.