Racing driver and Saudi citizen Aseel Al Hamad teamed up with Jaguar for a new campaign, called ‘The Road Ahead’, which celebrated the end of the Saudi Arabia ban on women drivers.
The spot, developed with agency Brooklyn Brothers, sees the pro driver take a jaguar F-Type for a breathtakingly fast lap of honour around the Reem race track in Riyadh.
Aseel, who is the first women on the board of the Saudi Arabian Motor Federation, had never been able to ddrive on her home country’s race track, so she joined up with Jaguar for her debut lap on 24 June to kick-off the car company backed ‘World Driving Day’.
A brand led initiative celebrating “a day when finally, the whole world can enjoy the thrill of being behind the wheel of a car”.
The lap was amplified across the car company’s digital and social channels with a short film on YouTube,
Instagram,
and Twitter.
Today will go down in history, as the women of Saudi Arabia gain the right to drive independently. We spoke to talented motorsport driver @Aseel_Alhamad about what today means. Share your favourite driving memory using #WorldDrivingDay. pic.twitter.com/eHZOmdybub
— Jaguar (@Jaguar) June 24, 2018
#SaudiWomenDrive: Racing driver Aseel Al Hamad celebrates today with a lap of honour in a Jaguar F-TYPE. Aseel, the first female board member of the Saudi Arabian Motor Federation, had never driven on a track in her home country before. #WorldDrivingDay pic.twitter.com/OoafizW6JD
— Digital Ink Media (@DigitalInkDubai) June 24, 2018
World Driving Day sees Jaguar invite people all over the world to use social media to share their favourite best driving moment (via image of video or anecdote) using the hashtaq #worlddrivingday.
Today marks the very special day in the history. Saudi Arabia finally allows women to drive independently and unaccompanied. And it is the last country in the world to allow women to drive. https://t.co/Qw6C5zJZEx #WorldDrivingDay #herstory #womeninhistory pic.twitter.com/lNstHHKu0J
— F equals (@fequalsHQ) June 24, 2018
This the brand aims to position World Driving Day as a historic day and to provide a platform to showcase just what it means to women, to Saudi Arabia and to world progress in general.
Saudi police officers hand out roses to female drivers on landmark day.
What an incredible picture#WorldDrivingDay pic.twitter.com/i1oXK3zYHI— Swati Singh (@swatisingh1995) June 24, 2018
Comment:
The auto industry is currently better known for the speed of technology change and disruption, but this cause campaign celebrates a far more basic change.
And its not just a piece of marketing.
Jaguar, as a new strand of its ongoing work with around 40 universities and academic institutions around the world exploring future mobility solutions, has also partnered with University in Saudi Arabia to join this global network.
This partnership aims to be a “unique exchange to tap into the brightest young minds in Saudi Arabia to shape the company’s future innovations as it moves to Aces (an Autonomous, Connected, Electrified and Shared future)”.
Links:
Jaguar
https://www.youtube.com/user/JaguarCarsLimited
https://www.instagram.com/jaguar/
https://www.facebook.com/Jaguar
Brooklyn Brothers
http://thebrooklynbrothers.com/
