The Jaguar brand in general and the F-Type brand, in particular, is a Luxury sports car brand that's fighting in Israel for the attention of its target audience alongside other quality models, mainly it's German competitors. The qualities that differentiate Jaguar from its competition are performance and a sporty character.

The brief aimed to strengthen the brand's sporty character perception in a way that creates an emotional attachment with the purpose of retaining the Jaguar brand's top of mind among its audience.

The media strategy here is "an unexpected solution in an unexpected medium". The significant strategic decision was using just part of the time the medium allocated, where time was confined to begin with.

The execution was very simple: We used the exact time it takes Jaguar F-Type to accelerate from 0 to 100 km/h to pass the message of the car's sporty character and we dedicated the remaining time in each video to a different nonprofit's logo and phone number.