An updated corporate ‘leaping logo’ together with a new strapline were unveiled Wednesday by Jaguar Cars in the luxury marque’s latest US ad campaign created by Young & Rubicam in Irvine, California.

A voiceover by actor Joseph Fiennes, quotes Jaguar’s legendary founder Sir William Lyons: “The car is the closest thing we will ever create to something that is alive,” a theme repeated in the ads’ recitative strapline: ‘Born to perform’.

The campaign, Jaguar's first image-only effort since 1996, was announced at 2003 New York International Auto Show. It forms the basis for a national integrated TV, radio, print and outdoor drive accounting for around 30% of Jaguar’s annual budget.

The new tagline and logo will also be prominent in future product advertising, including the June launch of the new UK-manufactured 2004 XJ sedan which is predicted to swallow a further 50% of Jaguar’s annual marketing spend.

Jaguar is a unit of Ford Motor Company’s Premier Automotive Group – which also includes UK marques Aston Martin and Land Rover plus Sweden’s Volvo.

Data sourced from:; additional content by WARC staff