(MAHWAH, N.J.) ‑ March 18 2015 ‑ Jaguar North America today announced that the 'British Villains' marketing campaign, starring the 2015 F‑TYPE Coupe, a two seat sports car focused on performance, agility and driver involvement, has been honored with Regional AME Platinum and Gold AME Awards for the 'World's Best Advertising & Marketing Effectiveness' in the automotive category.
The 2015 international AME Grand Jury, comprised of interactive and multidisciplinary marketers, planners, and creatives, awarded a total of 25 Gold AME Awards, 25 Silver, 26 Bronze, and 20 Finalist Certificates to entries submitted from 18 countries on five continents. Award‑winning campaigns successfully demonstrated groundbreaking solutions to challenging marketing problems.
The "British Villains" campaign was launched in January 2014 and captured the premise that Brits have long made the best villains in landmark films, combining intelligence with charm, restlessness with calm, and are always confident. The brand and product campaign was created for the launch of the new F‑TYPE Coupe, and kicked off with the brand's first Super Bowl commercial, titled "Rendezvous." The spot featured Sir Ben Kingsley, Tom Hiddleston and Mark Strong, and was filmed by Oscar‑winning director Tom Hooper.
In collaboration with Jaguar, SPARK44 was responsible for the creative positioning and strategy behind the campaign, while Mindshare managed the media communications planning and buying
"It's a great honor for our 'British Villains' campaign to win the AME Platinum and Gold Awards," said Kim McCullough, Vice President of Marketing, Jaguar Land Rover North America. "Through this campaign, with the F‑TYPE Coupe at its heart, Jaguar became part of the contemporary culture and conversation. We're thrilled to see the work get recognized by the distinguished AME jury."
As part of the British Villains campaign, Jaguar also hosted a dedicated landing page, www.BritishVillains.com, with information about the F‑TYPE Coupe, the commercial and some unique video content starring each of the three 'Rendezvous' actors. In addition to broadcast, the multi‑channel campaign's Super Bowl efforts included unique outdoor creative throughout New York City, print, digital and consumer activations hosted with a wide array of media partners, and special events in the week leading up to the Super Bowl.
Founded in 1994 and operating internationally from day one, the AME Awards® for advertising and marketing effectiveness honors work that demonstrates ground‑breaking solutions to challenging marketing problems. Winning campaigns address a challenge in the marketplace, utilize outstanding creative elements, and incorporate a thorough marketing plan to deliver a successful execution; they exhibit specific marketing goals and objectives accomplished through creative execution and strategic planning.
# # #
About Jaguar
Jaguar is a premier manufacturer of luxury sedans and sports cars offering unparalleled design with tremendous performance. The company's vision throughout its storied history has been simple: To produce beautiful, fast cars that are desired the world over. Jaguar strives to provide a world class ownership experience to every owner. Today's Jaguar lineup consists of the two‑seater F‑TYPE, XJ luxury sedan, and the XF sports sedan. Jaguar designs, engineers and manufactures exclusively in the United Kingdom, at the Castle Bromwich manufacturing plant in the British Midlands. Jaguar is fully engaged with sustainability initiatives and social concerns with continuous involvement in environmental and community programs. For more information visit the official Jaguar website at www.jaguarusa.com.
About Jaguar Land Rover
• The United States is one of the leading global markets for both Jaguar and Land Rover
• Jaguar Land Rover employs 32,000 people and sells vehicles in 170 countries around the world
• Jaguar Land Rover has two state of the art engineering and design facilities and four advanced manufacturing plants in the UK
• Headquartered in Mahwah, New Jersey in the United States, Jaguar Land Rover North America, LLC has offices across the USA
• Jaguar Land Rover is represented by more than 330 independently operated retail outletsin the USA