Jaguar looks to ditch "uncle's car" image with humorous Jan Lamb social campaign

To unveil its upcoming new compact SUV model, E-PACE, Jaguar Hong Kong and its creative agency, The Irregulars, have joined hands to create an online campaign, “Not for everyone”, featuring stand-up comedian Jan Lamb and his humorous delivery.

The online campaign comes along with three short videos which see Lamb using his sarcastic ways to introduce features and designs of the new car, and showcase that car choice should be in reflection of a driver’s taste, not because of the motor’s popularity.

Debbie Leung, senior marketing manager of Jaguar & Land Rover said this campaign looks to revamp its brand image as Jaguar is often perceived as “Uncle's car”, “With these videos, we want to tell our potential customers that Jaguar is a sophisticated and not a boring car brand.”

With its tagline “Not for everyone”, she explained the car brand wants to be bold and drive the public's awareness of its new product and identity.

The automaker has also invited local motor racing driver Darryl O’Young to design a special track for its “urban driving experience” on 28-29 April at Kai Tak Cruise Terminal.

Client: Jaguar Hong Kong (Rocky Lau, Debbie Leung, Randoll Leung, Haze Wong and Pearl Leung)
Creative Agency: The Irregulars (Jam Lee, Jay Lee, Nicky Sun and Alex Lee)
Director: Nathan Shum