Can Spark44’s new Jaguar XE campaign take a bite out of BMW and Mercedes?

Jaguar is launching is long-awaited BMW 3 and Mercedes E basher, the XE.

This is the toughest job in the car market and its success or not will go a long way to shaping the fortunes of Tata-owned Jaguar Land Rover. Range Rovers are selling like hot cakes from Fortnum’s but Jaguar still has to turn a profit.

Agency Spark44’s last big effort was the ‘It’s Good To Be Bad’ epic for the F-Type sports car, featuring Ben Kingsley, Mark Strong and Tom Hiddleston as British baddies, unveiled at the Super Bowl last year. It’s turned to Hiddleston and director Tom Hooper once again for global campaign ‘Time For A Change,’ assisted this time by Nicholas Hoult from the new Mad Max film.

“Unleash the cat” indeed. What a good idea to make a jaguar the real hero of a Jaguar ad.

Will it rattle the cages of Munich and Stuttgart? On the face of it there seems no reason why not but it remains an epic task.

MAA creative scale: 8.