the jaguar XK8 roadster – luxury automotive marketing campaign – “a new breed of jaguar” executions
“slow and steady wins the race… what race?”
“your mother would be proud. dad would be insanely jealous.”
“frankly my dear i don’t give a damn…”
“seats two… because how many true friends can you really have?”
“its lonely at the top…that is precisely why we made it a two-seater.”
“beat them. just don’t join them.”
messaging for the new jaguar XK8 two-seater roadster convertible. 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.
