Jaguar partners with director Spike Lee
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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

Photo: Ford

"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," continued O'Driscoll.

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 full-to-capacity lifestyles.

"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 commercial."

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 Worldwide.

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)