the jaguar approved certified pre-owned jaguar XJ6 – part of “a new breed of jaguar” campaign
“never chase a dream… let it find you.”
“the shortest distance between two points is a straight line… and so?”
“when you’ve gotten rid of all your baggage… but want to make sure you still have room, just in case…”
messaging for approved certified pre-owned jaguars. this campaign was conceived under the creative direction of ucef hanjani during his tenure at ogilvy & mather new york. it was one of the first campaigns for jaguar cars to infuse the brand with a sense of fashion and lifestyle. the copy ensured there was plenty of wit and attitude, with room to spare…. photographed across the united states and mexico, from snow-capped mountains to white-sand beaches, the campaign helped showcase the expanded range of models, as well as re-certified models. as a result, future ads built on this positioning, solidifying jaguar as one of the most fashionable names in the luxury automotive world. view all work for jaguar or view all work for automotive.
