‘The British Impact’ is a new native advertising campaign from Atlantic Re:think to launch Jaguar's new F-PACE SUV in the US. The three-chapter program is The Atlantic’s first for the British carmaker and features one of the most ambitious film productions for any native campaign, with shoots in London, New York, and Los Angeles, and directed by Top Gear UK’s Andrew Fettis.
For the first time, The Atlantic is also using Verse, an interactive player that lets users navigate a video and learn more about artifacts as they appear on screen.
‘The British Impact’ explores the emerging British influences on American culture across music, food, and design. The first chapter, on music, looks at London's influence on a rejuvenated jazz genre, and features DJ Gilles Peterson in conversation with up-and-coming musician Moses Boyd. Boyd also records an exclusive version of his track “Rye Lane Shuffle" for the campaign.
An increasing number of the native advertising programs produced by Atlantic Re:think are highly-produced and art-directed - and often involve reporting and travel on behalf of brands. This sizable investment in time and resources leads to sizable results, says the company.
The Atlantic says: “The pivot to emphasize high-production sponsor content has completely transformed The Atlantic’s revenue model; native will drive three-quarters of our digital ad revenue in 2016, up from 60 percent in 2015. This, as overall ad revenues continue to climb +20% year over year.”
