Jaguar's ALIVE Matinee Theater Videos

Jaguar's ALIVE Matinee Theater Videos ‑ Q&A with Joseph Torpey, National Communications Manager, Jaguar North America  

What are the Jaguar ALIVE Matinee Theater Videos?

Jaguar's ALIVE campaign challenges consumers to think about the brand in a new and exciting way. In that spirit, today Jaguar North America debuts, That Never Happened, the first in a series of provocative online videos entitled ALIVE Matinee Theater.

The first video, That Never Happened, directed by Patrik Giardino with creative consulting by Will Burke, features an attractive female lead (Kristin Peterson) who gets angry with her husband (Alix Van Arnem) for running late on a night of plans until he presents her with the keys to his apology present. The Jaguar XJL shines as the unsung hero in this comical and racy short film.

That Never Happened will live on Jaguar USA's official YouTube channel and will also be featured on the brands official Facebook and Twitter pages; and will also be shared through various video distribution sites and select Jaguar partners.

What's the Point?

Jaguar cars have always been sexy and desirable. These videos turn the temperature up while allowing the brand to showcase its newest model line‑up and reach its audience in a fun and creative way. Just like the ALIVE campaign, the racy subject line and attractive leads in Jaguar's ALIVE Matinee Theater videos are meant to evoke emotion and drive conversation about the brand.

What is the difference between commercials and online videos?

Jaguar has a robust television commercial presence with our ALIVE campaign and the recent series of spots ranging from 'Jaguar at Play' to 'Machines.' Online videos give us the flexibility of doing quick, lower cost, less traditional communications that still pack a punch.

Today's consumer receives content about brands through multiple sources daily, with video sharing sites like YouTube receiving a very high percentage of online traffic. Creating these videos has allowed Jaguar to leverage this ever growing audience and send a strong statement about the new Jaguar.

Over the past year, Jaguar has significantly increased its presence online in the digital and social media sphere with the launch of the brand's official Facebook, YouTube and Twitter pages along with its most recent and growing Google+ and Instagram accounts. The ALIVE Matinee Theater videos provide content for these various channels and will drive conversation among Jaguar owners, enthusiasts, followers and fans.