Jaguar's marketing and advertising people were delighted when they saw the latest Sting music video. It showed Sting cruising through the Nevada desert singing his track 'Desert Rose' while sitting in the back seat of a black Jaguar S-type.
Sting chose the car because he liked the styling. Once the video was completed, Sting's manager Miles Copeland approached Jaguar to see if they might work together.
'Once we saw it, we realized the enormous opportunity to produce a television advertisement using footage from the video,' said Roger Putnam, Jaguar's worldwide director of sales and marketing. 'Sting was delighted to become part of Jaguar's mystique.'
'The director proposed a number of cars to be used in the video and I chose the Jaguar S-type,' said Sting in a press release. 'It's a beautiful car and it evokes the feeling of style and success we were trying to achieve.'
Jaguar launched the 30- and 60-second commercials in the USA on March 20. Other markets are following.
Putnam said the commercial is designed to help Jaguar in its drive to lure a younger breed of customer.
'We are starting to move the Jaguar brand into areas where it's never been before - or not for a long time, not since (Jaguar founder) Sir William Lyons handed the keys to an XK120 to Clark Gable,' said Putnam. That would have been in the mid-1950s.
Jaguar buyers vary widely in different markets, Putnam said. In the USA, about 45 percent of Jaguar buyers are female. But in Europe the XJ series in particular has been in danger of being seen as an 'old man's car.'
The S-type is preparing Jaguar for a move to a younger, more female-oriented customer base. That move will accelerate when the X400, also known as the 'Baby Jaguar,' is launched in 2001.