2016 was when the F-Pace model, Jaguar's first ever performance SUV, was launched in Brazil. Among the many communication materials was this double-spread page print ad. We came up with three concepts.
The first one was to highlight the fact that now, drivers could enjoy all the benefits of an SUV while also getting excited about Jaguar's one of a kind performance and power. It's the "best of both worlds" concept.
The second concept was based on Jaguar's "it's good to be bad" global positioning. With the headline "The difference between leading the way and getting out of it", we wanted to focus on the kind of harmless and playful insolence that comes along with the excitement of driving a Jaguar.
The third one was solely focused on performance, which is Jaguar's Unique Selling Proposition. So our headline was "Performance is our driving force."
The client went for the first creative concept.
