THE ASK
On the heels of Jaguar’s popular Super Bowl television spot about British villains, CNMG was asked by the brand to help continue the story through the introduction of Jaguar’s new character, “the boffin.” (A boffin in British culture is the behind-the-scenes genius that makes unprecedented progress possible.) In Jaguar’s case, the boffin was introduced to personify innovation, quality, and reliability for the brand. CNMG was tasked with bringing Jaguar’s POV to life and highlighting the specific benefits of the XF and XJ models through this character. The integrated campaign not only aligned with the idea of British villains, but also with brand pillars that included music, fashion, film, and culture.
THE SOLUTION
After many conversations with Jaguar’s strategy and creative team, CNMG determined that the messaging Jaguar wanted to convey was the idea of “classic British with modern sensibility.” To bring this to life, CNMG collaborated with Jaguar to develop a video series that would feature a British celebrity giving viewers an insider’s look at his favorite NYC-area, under-the-radar spots. CNMG secured actor Dan Stevens of Downton Abbey and Night at the Museum, who had recently moved to Brooklyn from the UK.
Stevens starred in CNMG’s custom video series that highlighted his visits to three of his favorite places in Brooklyn that had classic British style with a modern twist. The locations were Ludlow Blunt, an English barber shop; Robinson bespoke tailoring; and Dear Bushwick, an English country restaurant. In addition to the video series, CNMG created a custom landing page for the videos and a digital unit to house them, running across multiple Condé Nast properties.
