|In a new worldwide ad campaign, Sting is featured
in a club setting as well as in a black Jaguar S-TYPE while his song "Desert
Rose" plays. The commercial is based on the music video for Desert Rose, the latest
single off Sting's Grammy-award-winning album "Brand New Day." Also featured in
the video and commercial is Sting's duet partner on the song, Algerian superstar Cheb
In the making of the Desert Rose music video, the producers provided Sting with a
choice of several vehicles to be featured in the piece. Sting chose the Jaguar S-TYPE for
its beautiful styling. Once the video was completed, Miles Copeland, Sting's manager,
approached Jaguar with the footage to see if there were opportunities for the two
organizations to work together to mutual benefit.
"The director proposed a number of cars to be used in the video and I chose the
Jaguar S-TYPE," said Sting. "It's a beautiful car and it evokes the feeling and
style of success we were trying to achieve."
The team at Jaguar loved the video the minute it saw the tape. "To have Sting in
our car and the Desert Rose music behind the product is what marketing executives dream
about," said Al Saltiel, general marketing manager. "With the introduction of
the S-TYPE last year and the upcoming launch of the X400, one of our key strategic goals
is to reach a broader market. We believe this campaign will help us do that."
Jaguar and Sting collaborated on the edit of the Desert Rose music video into a
30-second and a 60-second commercial. "This project is unique and very exciting. Not
only is the association with Sting a perfect fit with the S-TYPE brand strategy, but
working with Miles Copeland and Firstars in such a collaborative way has opened up many
opportunities to do business differently to the benefit of both the artist and the
brand," said Mark Hider, global head of Jaguar account for the GCG, the alliance of
O&M and JWT, which handles the account worldwide."
The commercials debut March 20 in the United States. The advertising campaign will run
from March through August in several markets around the world.
(March 16, 2000)