Reflective Essay Advertising and PR �1

Savi Arora"

Meha Jayaswal"

Advertising and PR 1"

13 October 2014"

JAGUAR"

TRACING THE EVOLUTION OF ADVERTISING"

Jaguar Cars is a brand of Jaguar Land Rover, a British multinational car

manufacturer headquartered in Whitley, Coventry, England, owned by Tata Motors since

2008."

Jaguar was founded as the Swallow Sidecar Company in 1922, originally making

motorcycle sidecars before developing passenger cars. The name was changed to

Jaguar after World War II to avoid the unfavourable connotations of the SS initials. A

merger with the British Motor Corporation followed in 1966, the resulting enlarged

company now being renamed as British Motor Holdings (BMH), which in 1968 merged

with Leyland Motor Corporation and became British Leyland, itself to be nationalised in

1975."

Jaguar was de-merged from British Leyland and was listed on the London Stock

Exchange in 1984, becoming a constituent of the FTSE 100 Index until it was acquired

by Ford in 1990. Jaguar has, in recent years, manufactured cars for the British Prime

Minister, the most recent delivery being an XJ in May 2010. The company also holds

royal warrants from Queen Elizabeth II and Prince Charles."

Jaguar cars today are designed in Jaguar Land Rover's engineering centres at

the Whitley plant in Coventry and at their Gaydon site in Warwickshire, and are

manufactured in Jaguar's Castle Bromwich assembly plant in Birmingham with some

manufacturing expected to take place in the Solihull plant."

Reflective Essay Advertising and PR �2

In September 2013 Jaguar Land Rover announced plans to open a 100 million

GBP (160 million USD) research and development centre in the University of Warwick,

Coventry to create a new generation of vehicle technologies. The carmaker said around

1,000 academics and engineers would work there and that construction would start in

2014."

With over 80 years of continuous production and a wealth of models made during

that time, Jaguar and its advertising agencies have produced a vast and varied range of

promotional literature. In February, 2007, Jaguar: Marketing the Marque: The history of

Jaguar seen through its advertising, brochures and catalogues, written by Nigel Thorley

was launched. It is a book tracing the evolution of Jaguar."

Jaguar Advertising Strategies, Campaigns and Techniques"

Jaguar’s history of advertisement can be traced back to

the 1950s, America. They advertised the new jaguar

launch and how luxurious and sporty it is and how proud

one would be to own a Jaguar that is one of a kind and

only limited number cars were manufactured for limited

buyers. "

In the 1960s, Jaguar used sex, masculinity and women for

the campaign creation. Jaguar has been a lot into the print

ads all of the 60’s as that was the easiest way to reach to

a wide audience then, with the lack of digital technology.

These ads of the campaign advertised how Jaguar is a

symbol for masculinity and sex. It used these to attract the rich men of the society to but

their luxurious cars as it would add and appeal to their male pride and ego and also be a

status symbol in the society. "

Reflective Essay Advertising and PR �3

The above ad, that says ”Nobody’s

Pussycat” is from the 1974 and belongs to

the same campaign of Jaguar. It is about

the racy quality that Jaguar has and how it

lives up to it. "

In the 21st century Jaguar has kept up

with its essence and image of being

individualistic, racy, classy and innovative.

Be it through its cars or through the

advertisements and campaigns. "

Jaguar has created a lot of campaigns

over the years, and before the introduction

of digital ads and before the internet and

youtube, Jaguar promoted itself through print ads in newspapers and billboards. Now,

the campaigns for Jaguar are print and digital both. Jaguar has been launching new

campaigns every few months in the past couple of years as its been becoming more and

more relevant during the past few years than it had been for a long time before. "

Reflective Essay Advertising and PR �4

While Jaguar was under Ford, it did not make much profits and was drowning, but

then it was bought by Tata and has been on the rise since. Jaguar ads have always

been projecting its essence and culture of being British. These ads may or may not use

many words but one gets what they wish to communicate and why. The ad innovation

and the ideas they come up with are just like the cars they produce, unique and classy."

Some of the Jaguar campaigns are:"

Pride campaign (2004) during the Super Bowl, reflecting the pride a person

owning a Jaguar has."

"""

Reflective Essay Advertising and PR �5

This was an Ad by Jaguar for the launch of Jaguar XJ that came out in 2011."

Reflective Essay Advertising and PR �6

"Good to be Bad campaign (2013-2014), during the Super Bowl this campaign

was launched to reflect the British origin of the brand and being classy about it while

being sexy and evil at the same time, This campaign had a series of videos about

famous British actors who had played significant villainy roles in films and all this was to

represent Jaguar in a sexy yet classy way. This campaign was later banned as it

supposedly gave the message for speed and rash driving on road. "

"

The Alive campaign (2014), this campaign was launched recently and it was to

promote Jaguar as being alive like the animal of the same name. It was to promote

Jaguar as a fast, elegant and dangerous beast that is a symbol of strength and speed.

The campaign was about how much alive a Jaguar car is, like it is one’s pride and status

symbol and how one needs to care for what one owns, like a baby."

"

Reflective Essay Advertising and PR �7

The latest campaign that was launched in November 2014 is Devour the Road.

This campaign is about Jaguar being better that all its competitors, i.e., Audi, BMW,

Mercedes. "

"

""

Reflective Essay Advertising and PR �8

Jaguar has its own marketing and advertising agency that supports Jaguar,

JAMS."

JAMS - Jaguar Advertising and Media Solutions is a premier agency engaged in

Media Representation. JAMS Jaguar aims at Advertising Sales, PR, Govt Projects,

Corporate Communications, Corporate Gifting, All Printing led Job works, Movie

distribution & All kinds of Marketing Solutions."

For a detailed information on the history of advertising for Jaguar, one can read

the book written by Nigel Thorley. This is a mere summary or a kind of introduction on

how Jaguar brings the essence of itself and communicates it through advertising to the

whole world."

"""""""""""""""

Reflective Essay Advertising and PR �9

REFERENCES:"1. http://webcache.googleusercontent.com/search?q=cache:http://

www.jamsjaguar.com/&gws_rd=cr&ei=vsmIVIaQFILwmAXq84CAAw"

2. http://www.prnewswire.com/news-releases/jaguar-launches-next-wave-of-

brand-offensive-with-british-intelligence-campaign-featuring-actor-nicholas-

hoult-278209491.html"

3. http://en.wikipedia.org/wiki/Jaguar_Cars"

4. http://1.bp.blogspot.com/-JcL46dQVTxo/VGlD-Q4aneI/AAAAAAADcP0/

QEE0KB5lqEU/s1600/jaguar-devours-german-rivals-logos-with-creative-print-

ads_3.jpg"

5. https://www.google.co.in/search?q=jaguar+advertising

+1960s&sa=X&biw=902&bih=801&tbm=isch&tbo=u&source=univ&ei=SX-

IVIvPK8G1uAShmYLYBQ&ved=0CB0QsAQ&dpr=0.75#tbm=isch&q=jaguar

+advertising+1970s&imgdii=_"

6. http://creativecriminals.com/jaguar/devour-the-road"

7. http://www.jamsjaguar.com/"

8. http://www.newyorker.com/culture/culture-desk/jaguar-and-sex-what-mad-

men-missed"

9. http://www.dailymail.co.uk/femail/article-2153272/The-sexy-Sixties-Jaguar-

ads-Don-come--car-firms-boss-admits-didnt-love-latest-Mad-Men-plotline.html"

10. https://www.google.co.in/search?q=jaguar+print

+ads&biw=905&bih=788&tbm=isch&tbo=u&source=univ&sa=X&ei=TaKIVNXVN4yS

uAS-

vYGYBQ&ved=0CBsQsAQ&dpr=0.75#facrc=_&imgdii=_&imgrc=gdWPkcZ3THaFR

M%253A%3BCfNIH1ujwV7aEM%3Bhttp%253A%252F%252Fwww.weblogsinc.com

Reflective Essay Advertising and PR �10

%252Fcommon%252Fimages%252F3060000000048657.JPG

%253F0.4623920518314999%3Bhttp%253A%252F%252Fwww.autoblog.com

%252F2005%252F10%252F11%252Fjaguar-set-to-launch-a-gorgeous-ad-campaign

%252F%3B450%3B300"