David Reviews

 Biting the hand that feeds us since 2002.

Jaguar
"Project 8 Continues"
60s
11 October 2017
UK Cars

Jaguar’s Project 8 remains on track in this fierce commercial shot by Nigel Simpkiss. While the marque’s high-performance sedan proves its worth, an exercise fiend pushes himself to the limit. The car maker reveal only three-hundred XE SVs will be made - those lucky enough to nab one best ensure they’re in peak condition.

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Jaguar
"Project 8 Continues"
60s
11 Oct 2017
Jaguar’s Project 8 remains on track in this fierce commercial shot by Nigel Simpkiss. While the marque’s high-performance sedan proves its worth, an exercise fiend pushes himself to the limit. The car maker reveal only three-hundred XE SVs will be made - those lucky enough to nab one best ensure they’re in peak condition.

Jaguar
"Dull and Boring"
30s
21 Sep 2017
Adland’s fascination with Boring, Oregon continues with this Jaguar commercial. The ad flits between Boring and its Scottish counterpart, Dull. Generous lot that they are, the luxury marque give these residents a spin in their F-Type model. The extended version provides further insight into their respective joy rides.

Jaguar
"Show of Force"
60s
26 Jul 2017
This stylish ad for Jaguar riffs on the topic of anticipation. We see slick images of a snake coiled to strike, a diver about to spring, and a horse ready to charge, as Mark Strong describes 'the tantalising seconds before unleashing' in voiceover. Slow-motion shots heighten the drama, as waves crash and the new Jag takes off into the distance. Absorbing stuff.

Jaguar
"The Art of Sound"
90s
9 Jun 2017
So this is what the Jaguar lab gets up to on a quiet afternoon. The marque's F-Type SVR model demonstrates artistic temperament as well as sheer engine power. Strategically-placed gravel shifts into a variety of patterns thanks to some hefty vibrations. Despite being tethered down, the coupe makes a sonic impression.

Jaguar
"Project 8"
65s
30 May 2017
Even if you’re unfamiliar with Jaguar’s previous seven projects, this high-octane film suggests Project 8 is worth investigating further. The vehicle in question comes from the marque’s Special Vehicle Operations division - sure enough, it's car advertising meets black ops. For Jaguar, it’s about convincing motoring enthusiasts the brand can let loose like the best of them.

Jaguar
"The World's Toughest Circuit"
60s
26 Apr 2017
Generator's resident petrolhead Rob Kaplan shoots this Jaguar ad promoting the 'Art of Performance Tour'. This driver displays complete focus and quick reaction times while navigating a compact race track - and the marque wants other motorists to test their skills. VO Mark Strong throws down the gauntlet to anyone who thinks they've got the mettle.

Jaguar
"Perfect Corner"
75s
1 Feb 2017
Jaguar have a case of the bends in this attractive commercial. Bends in the road, of course. The premium brand suggests any car can drive around a corner - doing it in an F-Type Jag is another matter. Flitting between slow motion to full-on thrust and power, we’re given an artful demonstration of the car’s form.

Jaguar
"The Future is Forwards"
80s
9 Jan 2017
Jaguar show us a kaleidoscopic vision of the future in this ad for their first fully electric sports car. Images melt into each other as neon lights flash and a voiceover describes some of the concepts which went into the car, all to a pulsing soundtrack which makes the future sound not only forwards, but imminent.

Jaguar
"Roar"
30s
6 Sep 2016
No supervillains present in this latest Jaguar commercial. Instead, it's the high-performance vehicle's signature engine noise that's the star of the show. Emerging from the shadows like a caged beast let loose, the XE model whips around the streets of London in a manner sure to satisfy those with a more refined need for speed. Meanwhile, Mark Strong maintains campaign synergy in the VO booth.

Jaguar
"British Intelligence"
60s
16 Mar 2016
Who knew Stephen Hawking harboured a desire to be an evil genius? Or at least to play the part of one in a movie? We do, now. The new Jaguar F-Pace (fast pace?) SUV allows Spark 44 to develop the brand's 'British villain' campaign further, and rope in the prof to be the 'British intelligence' behind an elite who are above the law. Stylishly, confidently done.

Jaguar
"Blow Away The Grey"
35s
3 Aug 2015
"It's time to drive your first Jaguar". That's a swaggeringly confident line of copy, isn't it? And rightly so because - to paraphrase a line from 'Jerry Maguire', "you had us at Jaguar". The car has been aspirational for as long as it's existed and this kind of car-centric approach is pure catnip to the target market.

Jaguar
"Good To Be Back"
60s
6 Jun 2015
Jaguar continues with its British supervillains theme in this commercial featuring Tom Hiddleston and Nicholas Hoult picking up from where an older generation left off. This certainly helps solidify Jaguar's stylish reputation but it does feel like a notion that will play out better to an American audience (this campaign has worked beautifully in the US) than to a British one.

Jaguar
"Visiting Jaguar DC"
65s
8 Apr 2015
This stylish film for Jaguar advertising their sponsorship of programming on Sky has the feel of a trail for an exceptional drama. It's cryptic and some may be troubled by that (others may be troubled by the driver's inability to decide which side of the road he's supposed to be on) but it's a perfect match for Sky's consistently interesting content.

Jaguar
"Nicholas Hoult "
90s
7 Oct 2014
Nicholas Hoult hams it up as a sort of anti-Q - the villainous version of James Bond's famous provider of gadgets - in this follow-up to the big ad Jaguar launched during the Super Bowl. It's a bit flabby despite Hoult's engaging performance and could do with being shortened to a tight 60"... not least because it would be forced to get to the point.

Jaguar
"The Art of Villainy"
2 mins 10s
6 Apr 2014
Mark Jenkinson's follow up to the Super Bowl ad highlighting the Britishness of villains in Hollywood movies is more than a match for its big budget prequel. Tom Hiddlestone - who also appeared in Tom Hooper's film - pulls out all the stops as he offers a step-by-step guide to villainy that incorporates a Shakespeare recital and a lot of smouldering.

Jaguar
"Rendezvous"
60s
31 Jan 2014
Jaguar reminds America of its posh British heritage by aligning itself with big-screen baddies... most of whom tend to be played by Brits. A stellar cast of dastardly types - including Ben Kingsley and Mark Strong - explain smoothly why chaps with cut-crystal diction and an ability to smirk enigmatically make such good villains.

Jaguar
"A New Dawn"
2 mins 25s
2 Dec 2013
Petrolheads everywhere will be slavering at this short for the full-throated Jaguar as it speeds through night-time streets out onto the highways and beyond. The sky gradually lightens and the car comes to a stop at the edge of a scenic vantage point as the sun rises and bathes the town below in rosy golden rays. Very pretty.

Jaguar
"Just Drive It"
30s
3 Nov 2013
We admit we were more intrigued by the Shazam app on this ad than the ad itself, so we took a look to see what it brought up. It's a nice idea to demonstrate that the brand is actively using second screening to its advantage, but the jumble of info Shazam brought up rather suggested Jaguar doesn't yet have mastery over the technology it's claiming to provide.

Jaguar
"Your Turn"
60s
25 May 2013
A man in the middle of nowhere is astonished to find a huge line of people in this visually impressive piece for Jaguar. He joins the end and the camera speeds dramatically along it and into the city, offering occasional glimpses of a speeding car. They - of course - are in a queue to have a turn at driving the car around a huge circuit.

Jaguar
"Desert Teaser"
10s
20 May 2013
Clearly foreshadowing another longer piece, this short commercial introduces us to a suited man who's not sure how he ended up on a flat sandy plain beside a lake. Haven't we all - at some stage - found ourselves in this very predicament? No? Just DAVID then.

Jaguar
"Life Balanced"
60s
4 Nov 2012
In this visually intriguing commercial, objects representing the pursuits of the driver are found on one half of a pair of scales as the advertised car is driven on to the other. In theory, it illustrates the idea that a Jaguar will help you achieve a balanced life... in practice, it exudes the style and sense of luxury this brand wants to project.

Jaguar
"Alive"
40s
6 May 2012
"As alive as we are"? Speak for yourselves. The avant garde visuals are pretty enough but the script is a load of guff. If the premise is true then you'll have to think twice about your priorities if you see a child trapped inside one of these vehicles... should you concentrate on saving the child or the car which is "as alive" as the bawling infant.

Jaguar
"Stop Imagining"
10s
1 Sep 2011
Apparently, we can stop "imagining" now that the new Jaguar XF 2.2 litre diesel has arrived. Have to be honest, this hadn't actually been something that had been troubling DAVID's imagination recently... or ever, in fact. Still, nice to know he won't have to worry about it in future now that it's "arrived".

Jaguar
"Imagine A Car"
10s
1 Sep 2011
This commercial for the Jaguar asks us to imagine a car that gets the juices flowing while offering more than fifty miles to the gallon. With fuel prices where they are, frankly, it's the fifty miles to the gallon that gets our juices flowing.

Jaguar
"4 Years"
30s
22 Feb 2011
This is another of those commercials where the tone of voice appears designed to appeal to the converted. Do Jaguar really not care that this approach will make every other road user loathe the people who buy their cars?

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David Reviews - Lovely Lenzie Ltd, Woodbourne House, Seven Sisters, Lenzie, G66 3AW. Telephone: +44 141 776 7766. Editor: Jason Stone.