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Jaguar Partners With Director Spike Lee

21 April 2000

Jaguar Partners With Director Spike Lee

    NEW YORK, April 19 Jaguar North America today announced
the formation of a marketing partnership with 40 Acres and a Mule Filmworks,
Inc., headed by Academy Award nominated movie director Spike Lee.  Under the
agreement, the 40 Acres and a Mule organization will create marketing
communications aimed at broadening the appeal of Jaguar cars to a more diverse
customer base.
    The initial product of the new relationship, an eight-minute short film
depicting how Jaguar automobiles complement the lifestyle of a young and
successful African American couple, premiered on the Jaguar stand at the New
York International Auto Show.
    "As we grow the Jaguar business, we need to have the ability to
communicate to a new, broader range of customers," said Mike O'Driscoll,
executive vice president, Jaguar North America.  "Our partnership with Spike
Lee's team gives Jaguar a new edge to its communications.  It is allowing us
to translate the style and passion of the marque in a more relevant way to a
more diverse customer," continued O'Driscoll.
    Filmed at locations ranging from Harlem's landmarked block Striver's Row,
to the picturesque beaches of Martha's Vineyard, Massachusetts, "The Harlem To
Martha's Vineyard Special" short film presents a telling vignette of
contemporary full-to-capacity lifestyles.
    "What makes this partnership an ideal match is Jaguar's clear
understanding that the company's image must expand in other directions to
succeed with their coming products," says Spike Lee, who personally directed
the filming.  "We are very fortunate to be given this unique opportunity to go
beyond the usual 30-second commercial."
    The selection of 40 Acres and a Mule as Jaguar North America's minority
marketing partner was based on a formal agency search, which included creative
presentations.  On issues of brand strategy and media planning, 40 Acres and a
Mule Filmworks, Inc., will coordinate efforts with Jaguar's longstanding
advertising agency, Ogilvy & Mather Worldwide.
    A shorter, four-minute version of the film will be available for viewing
on http://www.jaguar.com/us/spikelee.  Jaguar North America will use copies of
the full eight-minute, and shorter four-minute film in forthcoming marketing
and communications programs.