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Jaguar Releases 'Desire' Short Film
By: Dwayne W. Waite Jr.
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As the race for relevancy continues, brands are looking for more creative ways to produce media and content that consumers will either enjoy, pass along, or resonate. This "owned media" is a way that brands can dictate the conversation; they show consumers what they should be looking at and thinking about. The benefit of this is that it can keep loyal consumers coming for more, and prospective consumers to see what all the clamor is about.

One way to do this is video advertising.

We've seen several examples of this. Heineken, before its Bond push, was releasing a series of advertisements that followed a short story. A while ago we covered a clever short film done by Prada and the infamous Roman Polansky.

Today we are covering the latest brand leap into short film: Jaguar.

Jaguar recently released the F-Type model, and this sweet piece of metal is featured in Jaguar's short film called "Desire."

The film was done in collaboration with the Brooklyn Brothers agency and Ridley Scott Associates. The blurry line between AdLand and Hollywood continues to disappear.

The spot is below (it's about 13 min long).

Overall, it's a cheeky spot. We appreciated the moment when the main actor rattled off the specs of the car; no way they weren't going to do that. It is a spot that combines the Transporter and Bond, but that's not a bad thing. The ending was clever, too.

We also thought the timing of this film release is good, with Jaguar's presence this season. Being topical in pop culture will definitely help the viewership.

There wasn't any information on if Jaguar plans on doing a series of these, or playing by ear depending on how this goes. But it is fun to see brands like Jaguar being less stuffy and getting a little more creative to get its brand out there.

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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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