Jaguar Case study British Villains by Spark44

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British Villains

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Industry Cars
Media Case study
Market United States
Agency Spark44
Released October 2014


AME Awards, 2015
products & services automotive AME Platinum Trophy

Credits & Description

Company: Spark44
Award: AME Gold Medallion
Brand: Jaguar
Title: British Villains
Country: USA
Competition: products & services
Category: automotive
Talent Credits
Milind Raval - Managing Director
Matt Page - Creative Director
Christie Bishop - Strategic Planning Director
Elliot Darvick - Social Media Strategist
Kim McCullough - Vice President, Marketing, Jaguar Land Rover
Joseph Torpey - Communications Manager, Jaguar
Raymond Warren - Digital Marketing Manager, Jaguar
Laura DeStefanis - Marketing Analyst
Sandra Orientale-Muraca - Managing Director, Mindshare
Danielle Patterson - Associate Media Director
Campaign Summary
How does an iconic yet misunderstood luxury car company reignite its mojo and win back the hearts and minds of US drivers? By casting its newest sports car as a Villain, of course. Jaguar's "British Villains" campaign played off the insight that the best Hollywood Villains are played by Brits, and introduced Jaguar as the newest British Villain. An integrated campaign touted the idea that it's #GoodToBeBad and encouraged audiences to embrace their dark sides. Post campaign, Jaguar has a re-energized brand funnel, a renewed contemporary fan-base, and audiences asking for more villainy.