With this TV commercial for the 2001 XJ8 sedan, Jaguar Cars North America uses humor in a new approach to its advertising. 'A sense of humor is not necessarily bound by demographics or income,' said Simon Sproule, vice president of public affairs. 'It makes Jaguar more accessible, gives us more personality and it's not such a hard sell.' This national network TV spot features a snooty couple who, after pulling up to a young valet, exit the car with their noses in the air. The valet squeals off to park the car, then exits with his nose in the air. Jaguar's advertising agency, Ogilvy & Mather Worldwide in New York, created the spot in Paris. It broke Oct. 25. The XJ8's sticker price starts at $56,950.
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