XE 300 Sport Forgotten Tracks

Brief

The Brief.

Jaguar wanted to strengthen the link between its Nürburgring-lap-record-holding SV Project 8 super saloon and the XE 300 SPORT version.

In a digital world that’s over-flowing with lap records and drag races, Jaguar has a rich motorsport heritage to draw upon.

To demonstrate the dynamic handling and performance of the XE 300 SPORT, we set a lap record that will never be broken, around a former GP track that hasn’t been used for decades.

The Response.

The Jaguar XE set a lap record around the full Circuit de Charade, Clermont Ferrand, completing the first flying lap around the full track in 30 years. Driver Vincent Radermecker was the same man responsible for setting the SV Project 8 lap record around the Nürburgring.

The activity was supported by a hero film, a set of still images and short social edits. A member of the media was invited for an exclusive opportunity to drive the track themselves.

The news release and visual assets were made available to global media while the attending media produced their own content.