Jaguar is launching a global campaign that includes a slew of brand integrations, from a "SportsCenter" takeover to appearances in USA's “Covert Affairs.” The automaker will have “exclusive ownership” of a “SportsCenter” episode, where athletes such as San Francisco quarterback Colin Kaepernick and anchor Stuart Scott are involved in promotion for the new F-TYPE convertible.
Jaguar says the vehicle, which rolls into U.S. showrooms this month, marks its first new sports car in 50 years. An agency partly owned by Jaguar Land Rover -- Spark44 -- is behind the creative, while Mindshare has been handling media duties.
The first spot debuted on ABC Sunday. The campaign targeting 25- to-54-year-olds includes a social media contest, where Jaguar will “curate an amazing drive” for winners in the New York, Los Angeles, Miami and Chicago areas. Each will be filmed and distributed on social platforms.
The “Covert Affairs” relationship includes a vignette highlighting the car, while the F-TYPE has a presenting sponsorship role with Sundance Channel’s “Rectify,” which involves appearances in show promotions. A “Jimmy Kimmel Live” commercial will include the Playmate of the Year Raquel Pomplun.
The car has a minimum suggested retail price of $69,000.