A magazine ad for Jaguar's new S-Type is scoring 'off the charts' with consumers, says Phil Sawyer, director of Starch Advertising Research in Harrison, N.Y.
The research company recently interviewed and submitted ballots to 600 readers of various magazines in which the ad appeared, such as Time. Sawyer says that about 70 percent of the respondents remembered both the specific car model and the manufacturer. Generally about half of the readers remember both the product and the advertiser, he says.
Sawyer says he has never seen such steady scores across all magazine titles. 'I don't recall seeing figures this high,' he says. 'The fact that so many readers noticed the ad means it has stopping power; this has to be the best (print) campaign of the year for cars.'
Ross Sutherland was the creative director for the simple yet elegant ad, which was created by Ogilvy & Mather in New York.
This is the first year for the S-Type, the most inexpensive model in Jaguar's lineup with a base price of $43,080, including a $580 destination charge. Jaguar sold 10,707 S-Types the first 10 months of 1999, trailing the brand's best seller, the XJ Series, by 312 units.