|NEW YORK - Jaguar North America announced the formation of a
marketing partnership with 40 Acres and a Mule Filmworks, Inc., headed by Academy Award
nominated movie director Spike Lee.
Under the agreement, the 40 Acres and a Mule
organization will create marketing communications aimed at broadening the appeal of Jaguar
cars to a more diverse customer base.
Spike Lee and the Jaguar S-type
|The initial product of the new relationship, an
eight-minute short film depicting how Jaguar automobiles complement the lifestyle of a
young and successful African American couple, premiered on the Jaguar stand at the New
York International Auto Show.
"As we grow the Jaguar business, we need to have the
ability to communicate to a new, broader range of customers," said Mike O'Driscoll,
executive vice president, Jaguar North America. "Our partnership with Spike Lee's
team gives Jaguar a new edge to its communications. It is allowing us to translate the
style and passion of the marque in a more relevant way to a more diverse customer,"
Filmed at locations ranging from Harlem's landmarked block Striver's Row, to the
picturesque beaches of Martha's Vineyard, Massachusetts, "The Harlem To Martha's
Vineyard Special" short film presents a telling vignette of contemporary
"What makes this partnership an ideal match is Jaguar's clear understanding that
the company's image must expand in other directions to succeed with their coming
products," says Spike Lee, who personally directed the filming. "We are very
fortunate to be given this unique opportunity to go beyond the usual 30-second
The selection of 40 Acres and a Mule as Jaguar North America's minority marketing
partner was based on a formal agency search, which included creative presentations. On
issues of brand strategy and media planning, 40 Acres and a Mule Filmworks, Inc., will
coordinate efforts with Jaguar's longstanding advertising agency, Ogilvy & Mather
A shorter, four-minute version of the film will be available for viewing on
www.jaguar.com/us/spikelee. Jaguar North America will use copies of the full eight-minute,
and shorter four-minute film in forthcoming marketing and communications programs.
(April 19, 2000)