Jaguar + Chemistry create the art of performance

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AUCKLAND, Today: Luxury carmaker Jaguar has partnered with their agency Chemistry to launch a new integrated brand campaign. The campaign centres on a hero TV spot, and is supported by digital content, direct marketing, CRM and PR.

The tvc documents a live artistic collaboration between racing driver Greg Murphy and artist Otis Frizzell.

Frizzell sketched out a 120m x 60m abstract art piece and invited Bathurst winner Greg Murphy to race along his sketches in a Jaguar I-PACE, with the experiment captured by long exposure photography to produce a stunning piece of art, which will be gifted to new Jaguar owners.

The stunt was conceived by Chemistry and captured by a production crew led by photographer and director Jeff Wood.

In addition to the hero 60” spot, there are also two cutdowns and a behind-the-scenes edit that documents the sheer scale of the challenge faced by Frizzell and Murphy.

The risky experiment, which took place in a carpark at Mount Smart Stadium last month, was the result of months of planning and genuine collaboration between Chemistry and Jaguar.  

“This new creative idea allows us to mix the artistic vision of Otis Frizzell with the performance of the legendary Greg Murphy.”

Jaguar Land Rover NZ marketing manager Luke Meurant commented: “We’ve often said Jaguar is a car that blends art and performance, featuring both cutting-edge design and superior handling.

“This new creative idea allows us to dramatise that in the most attention-grabbing way; mixing the artistic vision of Otis Frizzell with the performance of the legendary Greg Murphy.”

Patrick Murphy & Susan Young, founding partners and joint creative directors at Chemistry, said: ‘We’d been talking about this idea with Jaguar for a while, and with the launch of the I-PACE the timing seemed perfect to bring it to life.

“The best ideas are always those that make you a little scared, but the whole team threw themselves into making it happen and we’re totally stoked with the result.”

The campaign will run from July until September with creative running across television, video-on-demand, social media, native and display.

Jaguar has released 400 copies of the limited-edition print which will be gifted to new or returning Jaguar owners as part of a customer relationship management strategy.

Meurant: “Jaguar has had a remarkable year. However, we can’t take our foot off the pedal – the Jaguar I-PACE has won both World Car of the Year and NZ Car of the Year, and this is a great way to celebrate the success of our product.”


Client: Jaguar Land Rover New Zealand
Creative: Chemistry
Joint Creative Directors: Patrick Murphy and Susan Young
Agency Producer: Rosie Grayson
Behind the scenes photography: Ethan Lowry
Director and Photographer: Jeff Wood
Production Company: Fish & Clips
Producer: Blaine Stevenson
Offline Editor: Ben Chesters
Audio: Brendon Morrow
Online: Brad Wood & Leon Woods
Media Agency: Together
PR: Special PR

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