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3 March 2020

Box clever.

by Andrew MacGregor


Jaguar: “F-TYPE 21MY” - 1 min 35s

Variety is the spice of life, as the old adage goes. Jaguar think so, too, if these 15” commercials are anything to go by. Wisely dispensing with the likes of Eva Green and her CG big cat, the marque now draw inspiration from ski jumping, embroidery, and Hot Wheels, among other things, in order to broaden their appeal.

The result is a welcome change of pace for the brand, who suggest there’s more to driving than curvy country roads and anonymous city blocks. Jaguar have been guilty of indulging in both over the years, but these short outings are both fun and distinctive. Keen eyes will also pick up a neat twist on the marque’s signature roar.


Creative Agency: Spark44 Ⓟ Ⓦ
CCO: Brian Fraser
Creative Director: Lee Aldridge / Sean Doyle
Creative: Kristofer Richardson / Miguel Soares
Account Director: Carrie-Ann Wilkes
Account Manager: Emily Briscoe
Business Team: Jon Busk
Senior Producer: Corin Kiddy
Ass't Prod (Agency): Lee O'Hare
Film Production: Framestore Ⓟ Ⓦ
Director: William Bartlett
Producer: Sian Jenkins
Production M'ger: Emma Hughes
Production Ass'nt: Noah Enhus
Cinematographer: Edward Gibbs Ⓦ (WPA Ⓟ Ⓦ)

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