Jaguar gets gorgeous to create desire

WAR CRY: A campaign for Jaguar has been created around just one word - Gorgeous.

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New Delhi: Alicia Johnson is the Executive Creative Director for the new Jaguar marketing campaign. She's come up with a strategy she hopes will capture the DNA of Jaguar.

"The campaign is about revitalizing Jaguar, and one of the key things that we're looking to is, without ever being retro or looking back, is really finding a way to take ourselves into the heart of what is Jaguar. There's a very sexy spirit to this brand. There's a passion for beauty, their sense of what they contribute to the world is beautiful, fast cars," Johnson says.

They have created a rallying cry for Jaguar around just one word - Gorgeous.

"Gorgeous exists. You don't create gorgeous, you capture it, like you can photograph it or you can notice it. But you can't really create gorgeous. So, working on this campaign, it's my job to start to notice gorgeous and then it's my job to bring other people to begin to notice gorgeous," she says.

Jaguar is breaking tradition in selling cars. Telling the story of attractive people enjoying a privileged lifestyle is not selling a luxury car, it's selling luxury, and Louis Vuitton and Gucci do the same.

The Gorgeous Campaign is unusual for car companies, which traditionally want to show off the details of their car. Alicia Johnson wants to create desire, a yearning, an invitation to a world of beauty.

"There's something of a beautiful woman about the way Jaguars look. And for quite a long time they've been sort of shy about it. They've been shy about talking about it. So they want to say- They talk about the technology, or the longevity, or the social correctness, or all that other stuff instead of saying, 'It's gorgeous. Don't you want it?' Which is the important thing to say," brand consultant Peter York says.