The Jaguar brand has suffered some historical stereotypes and perceptions, so the task was to find a way to introduce Jaguar to a new audience without losing the converted.

This multi media campaign with a focus on retail channels, is developed by Spark44 Sydney, Jaguar Land Rover’s joint venture agency.

It is part of a greater brand push later this year, which aims to making the brand relevant again and show it’s progressive side in line with the impending arrival of the Jaguar i-Pace in Australia.

Jaguar Land Rover marketing director Kevin Nicholls said, “We conducted extensive brand research and identified stereotypes that we wanted to challenge.

“Our new SUVs, E-Pace and F-Pace as well as our halo car, the F-Type are far from conventional, so we briefed an unconvential campaign.”

Spark44 Sydney MD Jasmin Bedir said, “This work is a departure from the traditional look and feel of the Jaguar brand. The world has moved on and so has Jaguar.

“45 per cent of new cars sold go to women, they also influence 80 per cent of car purchase decisions and so the casting in our ads was a deliberate choice as was our insights used.”