Have you heard of Jaguar’s latest sports car campaign? According to their latest and greatest vehicle, if you are young and have an active lifestyle then this car is the one for you.

According to Brand Channel, Jaguar has been recently trying to compete with their largest competition of Porsche, who consumers also identify as a “legendary” vehicle through its appearances in classic films such as the James Bond Series. In order to overcome their high competition, Jaguar is releasing their newest advertising campaign of its all-new F-Type sports car.

“DISCOVERING A LEGEND FOR YOUR LIFETIME”

So let’s actually talk about the F-Type. What is so attractive about this new car? Well, as featured in the commercial, one can see a group of attractive young people standing in line to have their chance at driving this foreign automobile. One lucky guy stand at the front of line anticipating his opportunity to sit behind the wheel. As he looks at the car, San Francisco 49ers quarterback Colin Kaepernick into the commercial where he throws his keys at the guy first in line and says, “it’s your turn”. What is important to note is the line that follows soon after that of the voice over that says “it’s your turn to discover a legend for your lifetime”. Check out the commercial below:

REELING ‘EM IN

Not only is Jaguar trying to play the “bad boy vibe” in an effort to emphasize its front-engine and ear-wheel drive features, but it is trying to again, appeal to the younger generation of consumers by reeling them in with the legend factor. It is making consumers realize that they can afford a car which carries a brand that has been recognizable for decades, having a luxurious reputation, when the price point is a low $69,000. Not bad!

Rob Filipovic, general manager of product planning for Jaguar North America, put the brand’s advertising campaign perfectly: “it has a storied history. It’s more about reconnecting with the performance and design attributes that Jaguar used to stand for, and bringing them to the forefront for a new generation that isn’t necessarily familiar with our brands or cars”.

So what do you think? Once us college grads step into the real world, get a full-time job, and start making the money, would you take “your turn”in the Jaguar F-Type?

Works Cited

http://www.brandchannel.com/home/post/2013/05/13/Jaguar-Campaign-051313.aspx

http://media.dexigner.com/article/22928/Jaguar_F_Type_03.jpg

https://cdx.dexigner.com/article/22928/Jaguar_F_Type_04_thumb.jpg

http://www.youtube.com/watch?v=BMZ-7kGu6Sk