Jaguar New Zealand creates The Art of Performance in new campaign via Chemistry
The latest advertising campaign from Jaguar and its agency Chemistry, aims to make a splash. The campaign documents a live artistic collaboration between racing driver Greg Murphy and artist Otis Frizzell.
Frizzell sketched out a 120m x 60m metre abstract art piece and invited Bathurst winner Greg Murphy to race along his sketches in a Jaguar I-PACE, with the experiment captured by long exposure photography to produce a stunning piece of art, which will be gifted to new Jaguar owners.
The thrilling stunt was conceived by Chemistry and captured by a production crew led by photographer and director Jeff Wood. In addition to the hero 60” TVC spot, there are also two cut-downs and a behind-the-scenes edit that documents the sheer scale of the challenge faced by Otis and Greg.
The risky experiment, which took place in a carpark at Mount Smart Stadium last month, was the result of months of planning and genuine collaboration between Chemistry and Jaguar.
Says Luke Meurant, national marketing manager, Jaguar Land Rover New Zealand: “We’ve often said Jaguar is a car that blends art and performance, featuring both cutting-edge design and superior handling. This new creative idea allows us to dramatise that in the most attention-grabbing way; mixing the artistic vision of Otis Frizzell with the performance of the legendary Greg Murphy.”
Says Patrick Murphy and Susan Young, founding partners and joint creative directors at Chemistry: “We’d been talking about this idea with Jaguar for a while, and with the launch of the I-PACE the timing seemed perfect to bring it to life. The best ideas are always those that make you a little scared, but the whole team threw themselves into making it happen and we’re totally stoked with the result.”
The campaign will run from July until September with creative running across television, video-on-demand, social media, native and display. Jaguar has released 400 copies of the limited edition print which will be gifted to new or returning Jaguar owners as part of a customer relationship management strategy.
Says Meurant: “Jaguar has had a remarkable year. However, we can’t take our foot off the pedal – the Jaguar I-PACE has won both World Car of the Year and New Zealand Car of the Year, and this is a great way to celebrate the success of our product.”
Client: Jaguar Land Rover New Zealand
Creative: Chemistry
Joint Creative Directors: Patrick Murphy and Susan Young
Agency Producer: Rosie Grayson
Behind the scenes photography: Ethan Lowry
Director and Photographer: Jeff Wood
Production Company: Fish & Clips
Producer: Blaine Stevenson
Offline Editor: Ben Chesters
Audio: Brendon Morrow
Online: Brad Wood & Leon Woods
Media Agency: Together
PR: Special PR
17 Comments
That’s a cracking piece of work.
Stunning! Well done to all involved.
Sleek, sophisticated and absolutely stunning. Mad props to everyone involved!
says nothing about anything. i have no idea what the car looks like or does (other than the fact that it has lights). great promotion for the illustrator though.
Hi Ann Omimous
And isn’t that refreshing it’ so different to any other piece of clichéd car advertising out there at at the moment.Go to the site if you want to see what it looks like.
They don’t want their BMW ad back
Could be for anything. Can’t see the car properly. Doesn’t compel me to find out more about it. Waste of time and money
Just like everything that comes out of the big agencies. ‘Rah rah look at us, we’re so cool’ right?
How can anyone think there is anything good about this?
Hi Greg, this is called a ‘brand ad’. The purpose is not to drill product and price, as is your custom. But rather build brand equity in the eyes of the consumer.
@Branding : #Catfished – Google it. or… just because someone’s name is on a post, it doesn’t make it really that person 😉
I guess some people know what good looks like? Unlike yourself it would seem.
I can only guess that all the back-patting is coming from the agency themselves. You created an artwork that turned out to be . . . the logo? It’s the type of thing clients ask agencies to do – and we’re supposed to politely steer them towards something good instead.
Great comeback Dad.
At least the agency that made it like it. That’s the main thing.
I get that not everything we make in this industry is great, which is fine, it happens.
And I’m not gonna throw shit at shit work all day long, i’m a busy person and have other things to do.
But let’s not celebrate stuff that is ordinary.
It sets the bar low when we need to be aiming much much higher.
Except not busy enough to make your point here. Nice one.
Clearly you’re either from a big agency or jealous you didn’t come up with the idea yourself, or both.
Perhaps if you actually knew the challenges of creating something worthwhile and groundbreaking for a client while still maintaining the brand ethos, then you’d probably understand why some things come out the way they do, subjectivity aside.
I get that what we do is subjective, but this isn’t even close to ordinary. It’s a really great brand play for Jaguar and something we haven’t seen before (to my knowledge.) If colenso/DDB made it, we’d be hearing about ‘the world’s first piece of art made entirely from the headlights of a car’. Or something.