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Eva Green And Electric I-PACE Front Jaguar's New Global Ad Campaign

18 October 2018

Actor Eva Green has a rather unusual co-star for Jaguar's new global advertising campaign that launches today across TV, cinema, digital, print and social media.

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The Casino Royale and Penny Dreadful actor stars with a CGI jaguar and the all-electric Jaguar I-PACE performance SUV in the launch film for the new campaign. It shows Eva walking with a life-size, computer generated jaguar before driving her I-PACE in a dramatic electrical storm, delivering the line: “It’s just electricity – nothing to be afraid of”.

The I-PACE is Jaguar’s first all-electric car, now on sale around the globe and lauded by many industry experts as the world’s first Tesla beater. This innovative new battery-powered SUV is capable of sprinting from 0-60mph in just 4.5 seconds and can travel 292 miles on one charge.

The campaign also showcases Jaguar’s award-winning PACE family of SUVs. Further films will feature the E-PACE compact SUV and the F-PACE performance SUV (2017 World Car of the Year) in a spot featuring Thure Lindhardt, star of TV drama The Bridge.

Eva Green said: “I absolutely love these short films for Jaguar. This campaign is about how Jaguar people stand apart from the crowd. I’ve spent my career being slightly at odds with the mainstream so I found it quite easy to fit in!”

The campaign was created by Spark44, Jaguar Land Rover’s creative agency. The films were directed by Chris Palmer through Gorgeous, with stills photography by Gary Bryan. The films are backed by a striking soundtrack from award-winning British grime artist Skepta.

Brian Fraser, Chief Creative Officer of Spark44, said: “The core of this is that Jaguars are different and Jaguar people are different: they are not afraid to make their own choices in life rather than follow the herd.”

The films are complemented by a print and digital campaign featuring every model in the Jaguar line-up, with headlines such as ‘Long Live Originality’ and ‘Stray From The Pack’.

Electrical Storm:
Popular Choice:
The Pack:


Client: Eric Labourier – Senior Manager, Jaguar Global Advertising

Chief Creative Officer: Brian Fraser, Spark44
Executive Producer: Michael de Vries, Spark44
Creative Directors: Sean Doyle & Ed Edwards, Spark44
Stills Creative Direction: Richard Blisset & Lee Aldridge, Spark44
Content Director: Daniel Drage, Spark44
Business Director: Jon Busk, Spark44
Chief Strategy Officer: Carsten Schneider, Spark44
Global Strategy Director: Lee McEwan, Spark44
Account Director: Katy Wright, Spark44
Account Manager: Gabriella Ghigi, Spark44
Production Assistant: Slavica Delevic, Spark44

Director: Chris Palmer – Gorgeous
Production Company Producer: Rupert Smythe
DOP: Barry Ackroyd
Edit House: The Quarry
Music track: Shutdown by Skepta
Composer: Antony Genn
Final Mix: James Saunders – LFO
Editor: Laura Cairney-Keize @ Marshal Street Editors Graded by: Tim Smith @ Electric Theatre Collective

VFX Creative Director: Carsten Keller
CG Supervisor: Fabian Frank
VFX Supervisor: Bruno Fukumothi
Animation Lead: David Bryan
Animation Lead: Chris Welsby
Colorist: Jean-Clement Soret
3D Team: Kiril Mirkov
3D Team: Maximilian Mallmann
3D Team: Michael Diprose
3D Team: Daniel Kmet
3D Team: Ed Sherwood
3D Team: Matilde Vinther
3D Team: Chloe Dawe
2D Team: Alex Snookes
2D Team: Andrew Roberts
Executive Producer: Dafydd Upsdell
VFX Producer: Magda Krimitsou
VFX Production Coordinator: Clare Norrish

Stills Photographer: Gary Bryan
Stills Retouching: Oliver Carver – OJC Imaging