Jaguar Movies Pounce on Animation Trend
Jaguar unveils first of five Webisodes featuring original work from Peter Chung; interactive campaign uses latest techniques to promote luxury cars to 20- and 30-somethings
Jaguar has launched the first in a series of Webisodes to promote three new models of its X-Type premium compact range. The Webisodes are part of an innovative campaign, entitled 'X-ing Over' (pronounced 'Crossing Over'), designed and implemented by interactive marketing communications group, Global Beach.
The creative for the five 'X-ing Over' combines original footage with animation from Peter Chung, the animator behind MTV's Aeon Flux and Animatrix. Korean-born Chung studied animation at the California Institute of the Arts and has worked in the U.S. animation industry since 1981. His career includes writing, designing, storyboarding and animating on projects for Disney, Bakshi, Marvel, Klasky-Csupo, Murakami-Wolf, Colossal and Acme Filmworks.
Chung is best known as the creator of MTV's animated series "Aeon Flux." He also directed the pilot film and opening credits for the long-running "Rugrats" series. His credits include designing "Alexander," a video series for the Japanese studio Madhouse and directing commercials for Levi's, Pepsi, ****, Honda, and Rally's. He wrote and directed the episode "Matriculated," part of the "Animatrix" series of short films, as well as directing "Dark Fury," based on "The Chronicles of Riddick" films for Universal. He currently resides in Los Angeles.
Written and directed by Justin Brown, each Webisode represents one chapter of a single eight-minute movie. The movie's characters are trapped in their mundane daily routine until they come into contact with the Jaguar X-Type, at which point they cross over to another, more exciting world, where they can act out their fantasies, depicted through animation.
The campaign is designed to introduce the X-Type range to first-time luxury buyers and stimulate appeal among young, internet-savvy drivers. It will support the launch of three 2005 Jaguar X-Type models: the Jaguar X-Type Sportwagon, the Sport, and the VDP Edition.
The Webisodes will be released individually over a period of five weeks and can be viewed at www.X-ingOver.com
. Visitors to the site will also be able to access working animation sketches, director's notes, behind-the-scenes imagery, reviews, and even download animated wallpaper for their desktops. The first Webisode is called "All Aboard" and it focuses on what happens when one weary traveler's train is delayed too many times.
Site visitors can also enter a sweepstakes to win an original artwork poster, inspired by the X-ing Over series, designed and autographed by Peter Chung. Fans of the Webisodes can also sign up to receive email alerts as soon as the next chapter is released.
"To tap into the aspirations of younger drivers, we recognized the need to do something that broke with tradition. We wanted to illustrate the profound effect that the Jaguar X-Type has on those who cross its path," said Melissa Grady, relationship marketing manager for Jaguar North America. "This is the eighth year of our relationship with Global Beach and, again, the agency has developed a concept that breaks new ground, as well as being perfectly pitched for our brand. We'll be using the 'X-ing Over' theme at automotive shows, for banner advertising and for dealer promotions, all as part of a fully integrated campaign for the X-Type."
"Animation is the perfect medium for the 'X-ing Over' campaign: not only is it incredibly popular in its own right, but it also captures the X-Type's contrast of sophistication and adventure," said Matt Passey, client services director of Global Beach North America. "Jaguar's brand and appeal has evolved over the years and we wanted to reflect that using the latest techniques and the freshest talent. As a result, the 'X-ing Over' campaign manages to give consumers a glimpse of what it's like to drive an X-Type." Global Beach Group is a leading marketing communications solutions and business application services provider which helps companies stimulate and manage customer demand for their products and services.
Jaguar offers a four-model range of luxury sedans and sports cars packed with fully competitive technology and safety systems wrapped up in stylish bodies. The X-Type premium compact sedan is the company's first all-wheel-drive model combining unmistakable Jaguar looks in an affordable, sporting package. Entry to the Jaguar range via the X-Type starts around $30,000.
Jaguar's mid-size luxury sedan is the S-Type distinguished by styling reminiscent of the original Mark 2 and S-Type sedans. Positioned above the X-Type in size and price, S-Type ownership begins at less than $45,000. The flagship XJ sedan has been the cornerstone of the marque since 1968 and is the definitive Jaguar. The 2005 XJ is the most technologically-advanced car the company has ever built, using aircraft-style aluminum construction for lightness and strength. It is also the longest and most spacious Jaguar offering a selection of long wheelbase derivatives in the range. The XJ range starts at less than $62,000. The XK series, including the XK8 and XKR coupes and convertibles are Jaguar's sports cars. They combine high performance with luxurious interiors and grand touring capability. Pricing begins at just over $70,000.