Jaguar launched ‘Gorgeous’ in October 2005, a campaign for cinema, web, and inflight settings. The ‘Gorgeous’ ad, set in France, appeals to the sense of prestige and status associated with owning a new Jaguar XK sedan or convertible. The campaign is linked to www.prefergorgeous.com.
The spot opens with black and white wheel imagery superimposed over shots of beautiful privileged people. Well heeled affluent twenty and thirty somethings socialise in French settings, including the Chateau Vilette, St Tropez, Maison du Cap and Ramatuelle. The voiceover, by Willem Dafoe, allows the viewer to associate ‘gorgeous people’ with a gorgeous car, the Jaguar XK coupe and convertible.
Here’s how the Outside Editorial press release puts it:
Rapid, solarized Jaguar running footage peppers shots of women waking up tousled with sleep, playfully pushing a man into the water, and riding horseback. A woman alights from the coupe, her chiffon gown billowing in the breeze. The XK convertible is glimpsed poolside through palm fronds. A couple embraces in a shot artfully blown out with light.
The brand film ends with a woman casually reclining as the word ‘Gorgeous’ plays across her body written in light. The end tag also features a play of light over an otherwise dark shot: flickering light gradually reveals the XK coupe as it licks down the side of the vehicle and, in a separate shot, uncovers a glowing Jaguar hood ornament which appears to leap as the light
Jaguar Gorgeous Script
Gorgeous deserves your immediate attention.
Gorgeous makes effort look effortless.
Gorgeous stays up late and still looks gorgeous.
Gorgeous has no love for logic.
Gorgeous loves fast.
Everyone cares what Gorgeous says.
Gorgeous gets in everywhere.
Gorgeous can’t be ordinary even if it tries.
Gorgeous pays for itself in the first five seconds.
Gorgeous doesn’t care at all what others are doing.
Gorgeous was born that way.
Gorgeous trumps everything.
Gorgeous is worth it.
Jaguar Gorgeous Credits
The ‘Gorgeous’ advertising campaign was developed at Euro RSCG Fuel/City as one of the first jobs in a newly acquired account with Jaguar. Creative directors Alicia Johnson and Hal Wolverton and executive creative director Jeff Kling pieced the storyline together.
The original filming was done for the speculative spot used by Euro RSCG in its pitch for the Jaguar account.
The versions of ‘Jaguar’ seen by the public were pieced together at Outside Edit by editor Scott Gaillard with assistant David Madden, post producer Tricia Higgins, graphic designer Jaime Lamond and Flame artist Steve Mottershead.
Sound was mixed at Berwyn NY by Eric Thompson.
Music was composed and arranged by Lee Shephard at One Point Six, Bristol, England, with producer Rob Kaplan. The music is an adaptation of “Two Rocks and a Cup of Water”, from the soundtrack to “Danny The Dog“, also known as “Unleashed”, by Massive Attack.
Download the track from iTunes: