Jaguar is finally making it to the big time: national TV. Its first North American TV campaign begins in May, featuring the 2000 S-Type, a new wood-and-leather luxury sedan.
The spots feature Shirley Bassey and the Propellerheads performing 'History Repeating,' one of Britain's biggest pop hits in 1998. Bassey's vocal stylings and the Propellerheads' techno-pop accompaniment are supposed to convey the S-Type's mix of classic and contemporary appeal. The spots will run in the 15 largest markets.
'Television is the key, but we've really not had enough money to get into it,' says Stephen Odell, vice president of sales and marketing at Jaguar Cars North America.
Jaguar spent about $30 million on measured media last year, according to Competitive Media Reporting. Odell proudly says the North American budget is up about 70 percent this year.
Says Odell: 'We'll be spending a lot more on television.'