Our Ad of the Week tosses you the virtual keys to the all-new roadster and uses video, social, and a whole lot more to get you into a Jag.
The Jaguar F-Type is the first new two-seat sports car offered by the legendary British automaker since the 1960s, and the recent ad on Yahoo.com pulls out all the stops to get viewers to take a test drive. Why? Because Jaguar’s main message is, “Once you drive it, you just have to have it.”
The ad opens up with a rich media driver tossing the keys to the viewer, saying “It’s your turn.” If that’s not enough, the ad includes an email invitation to set up a test drive at a local dealer and an app to help you trade up your old rig for a new F-Type. It’s about as subtle as the deafening roar of the Jag’s 495-horsepower engine in the ad’s heart-pounding video.
Here’s how it works:
A frequency-capped intro shows the Jaguar park amidst the live-page content while the driver chucks you the keys. The ad then splits into two units, a polished 635x100 mid-page unit and a gleaming 300x250 east unit.
The viewer can expand the east unit to a 750x250 player with a NetStream video showing that high-powered 30-second spot. “Drive It” zoomed you over to the Jaguar USA Facebook page, where you could enter a social media contest (now over) called #MyTurnToJag. There, visitors competed for test drives by submitting posts professing their love for Jaguars.
The user can park the ad to the right at any time to restore the live-page content.
The hashtagged Jaguar F-type ad with video doesn’t want you to sit there and watch it. It does everything it can to get you to jump into the driver’s seat and take the two-seater for a test spin.
---Thomas T. Lady