Jaguar and Spike Lee Deliver a 'New Order' With Advertising Developed for the X-Type

    NEW YORK, Aug. 23 Today, Jaguar will preview its new
commercial developed by Spike Lee's 40 Acres and a Mule Filmworks, Inc., at
The New Jaguar X-Type Janet Jackson "All For You World Tour 2001" at Madison
Square Garden. The commercial portrays a young African-American man who places
an order to receive his new Jaguar X-Type. The commercial breaks nationally in
October.  Print ads will break in October publications as well.
    The 60-second commercial is the third product of Jaguar's partnership with
Spike Lee's 40 Acres and a Mule team.  In April 2000, 40 Acres and a Mule
developed a short film entitled "The Harlem To Martha's Vineyard Special" for
Jaguar's S-Type and XK Series, which debuted at the New York International
Auto Show, and more recently, developed a video featuring Janet Jackson and a
X-Type that is shown before each Janet Jackson concert.
    The television ad, directed by Spike Lee, introduces a more diverse
audience to the X-Type and Jaguar as a marque. The commercial features the
newly created tagline for the X-Type -- "The New Jag Generation."  By using
the word "Jag" in its tagline, Jaguar is aiming to continue shifting
perceptions about the marque. The word "Jag" will be used across all X-Type
communications.
    "In developing the commercial, Spike was able to showcase the X-Type, as
well as the lifestyle of a Jaguar owner," says Michelle Cervantez, Vice
President of Marketing, Jaguar North America. "This commercial blends the
richness of past Jaguar commercials with a more contemporary feel.  We are
expecting to broaden our appeal and attract a more diverse customer."
    Desmond Hall, the commercial's creative director, describes the spot as
mysterious.  The commercial begins as a thirty-something man, played by
Preston Greenwood, arrives in London and makes his way through the hustle and
bustle of the city to arrive in a conference room where three engineers are
waiting for him. The engineers are played by young, hip, London natives who
add to the spots authenticity.  The commercial then cuts to the X-Type being
driven by the engineers through familiar New York locations to finally be
delivered to the home of its new owner.  His city residence is a brownstone
located on Striver's Row in Harlem, New York.  Striver's Row is a historic
neighborhood in Harlem that was named for affluent African-Americans who
"strived" to achieve their goals.
    40 Acres and a Mule were chosen to create the ad because of their ability
to communicate the Jaguar brand in a relevant way to a more diverse customer.
According to Spike Lee, "The X-Type will bring a totally new demographic to
the Jaguar brand. I feel that this commercial and 40 Acres and a Mule will
bring the minority market even closer to the Jaguar marque."

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