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Jaguar leaps into new theme

By BroadCasting & Cable Staff -- Broadcasting & Cable, 4/21/2003 5:00:00 AM

Jaguar North America has begun a network TV and print campaign in which its recent "The Art of Performance" theme line is replaced by "Born to Perform."

The TV spots feature a song by Moby and close with the leaping Jaguar icon above the copy, "Jaguar. Born to perform."

The branding push also includes a quote from Jaguar founder Sir William Lyons: "The car is the closest thing we will ever create to something that is alive."

This branding thrust by WPP Group's Y&R Advertising, New York, will be followed in June by the launch of the 2004 XJ sedan.

Jaguar spent nearly $80 million in measured media last year, by CMR's estimate.

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