Jaguar, the iconic British brand owned by Tata Motors since 2008, is rolling out a new global campaign to highlight its wild side and prove that it’s ‘alive.’ The new advertising effort with the ‘How alive are you?’ tagline is kicking off on JaguarUSA.com, as on Facebook and YouTube, with a 45-second version of a 30-second TVC, which is slated to air in mid-March, when print, digital and outdoor advertising elements will be launched as well. In addition to the new marketing push, developed by Spark 44 (a London-based agency founded last June and partly owned by Jaguar), the auto giant, which has been on the luxury auto market for decades, is unveiling a new updated logo and its brand symbol and is gearing up for an 18-city United States road show to provide consumers with an opportunity to try the cars and make sure the luxury vehicles are worth buying.

As to the new brand identity, according to The New York Times, “Jaguar has modernized its logo, a leaping jaguar, and its typeface, as well as its brand symbol, the face of a growling jaguar, which appears on the front grille and wheels of its cars.” The new campaign that is to be launched in the U.S., Germany, Austria, Spain, France, Italy, Russia, South Africa, Australia, Korea and Japan, is playing a retro vibe in the 30- and 45-second videos—they feature monochrome “old-fashioned machines and technology like fans, incandescent light bulbs, washing and M.R.I. machines, early television sets and robots,” writes The New York Times. The adverts’ theme is revolving around the idea that there are some machines in the world, which are as alive as real people. “There are machines that can do things for us, machines that can see right through us, and machines that want to replace us. But, they are not us. There is one machine, so instinctive, so seductive, it’s as alive as we are. It doesn’t click or buzz, it roars. Jaguar,” states the narrator.

Photo: A print from the new Jaguar’s campaign, www.nytimes.com

There is also a series of prints, which are also using emotional triggers—one of them showcases a Jaguar logo in a womb on a sonogram, with the “Looks like somebody’s getting a new Jaguar” headline (see it above), the other says “Every Jaguar can do things machines can’t” and features a red XF on the open road, while the third one depicts a blue XK and encourages us to “Do one thing that scares you. Every day.” The new campaign is targeting consumers in their 40s and 50s, who have high disposable income, but it is also appealing to “more nontraditional buyers with a broader mindset,” comments Adrian Hallmark, Jaguar’s global brand director.

The campaign, which is set to roll out globally starting February 27, is expected to drive more awareness of Jaguar as the brand, which is modern and relevant to modern environment. “It shows the car as animated and dynamic. We’re setting the reset button. We need to build the brand back up and restore its iconic status,” comments David Pryor, brand vice president for Jaguar Cars North America.