Created the platform, tagline and language for the Jaguar Gorgeous campaign. It spoke to the unique appeal of Jaguar cars: the instinctive, emotional, even irrational pull of they have on people. 

JAGUAR: GORGEOUS. MANIFESTO

Gorgeous deserves your immediate attention.

Gorgeous is decadent.

Gorgeous doesn’t have to lift a finger.

Gorgeous stays up late and still looks gorgeous. 

Gorgeous doesn’t need to rationalize.

Gorgeous doesn’t care about logic.

No matter how gorgeous behaves, gorgeous is always forgiven.

Gorgeous doesn’t care at all about what others are doing.

Gorgeous is used to attracting attention.

Gorgeous can be as daring as it likes.

Gorgeous doesn’t care what anyone says.

But everyone cares what gorgeous says.

 Gorgeous gets in everywhere.

 Gorgeous can’t be ordinary even if it tries.

Gorgeous always looks like it’s never worked a day in its life.

Gorgeous can get away with anything.

Everything comes easily to gorgeous.

Infuriating, isn’t it?

Life’s gorgeous when you’re gorgeous. 

It’s Pavlovian.

It turns desire into need.

It’s the human response  to a Jaguar:

Gorgeous. 

 Agency: Euro RSCG

Copywriter: Risa Mickenberg

Creative Directors: Hal Wolverton + Alicia Johnson