RISE OF THE MACHINES

As The Boss' song goes, 57 Channels (And Nothin' On). But today Jaguar is making sure there is something ‘on’ as we take our brand defining ALIVE campaign to the airwaves in a big way, writes Joe Torpey, Communications Manager, Jaguar North America.

Flip to national news on any of the major channels ‑ ABC, NBC, CBS and Fox, along with everything from Comedy Central to the Travel Channel ‑ and you’ll see our provocative new spot we call "Machines."

If you saw it when it launched on Jaguar's Facebook Page, you already know this is something unique.

The commercial opens with a striking visual collage of machinery of the past ‑ an assembly line, walking robots and vintage presses. It then cuts to visuals of a Jaguar with a voice‑over that informs viewers that this car is as alive as us.

What we’re saying to luxury car buyers is why buy a machine when you can own something that generates so much passion and so much emotion the moment you slide behind the wheel? A car that feels alive; a Jaguar.

Part of our media push will naturally involve NCAA Basketball. It’s a great media channel for us to get in front of some of our core affluent audience and quickly build awareness. You’ll be seeing a lot of the “Machines” spot during college basketball on CBS, TBS, TNT and TRU.

We also have a major digital presence this month as we look to surround shoppers with the ALIVE messaging. Our integrated campaign will be very much a part of key websites like CBSSports.com and WSJ.com.

This is a truly exciting time for Jaguar as we reach out to luxury consumers in a thoroughly new and modern context and challenge them by asking the question: How Alive Are You?

Of course there was one TV show we simply couldn’t resist using to showcase our ALIVE campaign ‑ the season finale of The Walking Dead on AMC.

Be on the look out for our exciting new TV spot "Machines" and let us know what you think. Find us on Twitter and join the conversation #FeelAlive