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Skip to 0 minutes and 1 second If the actions of our competitors are anything to go by, virtual reality is the must-have accessory for any new car launch. You can show upholstery options or demonstrate complete detachment from the road. It’s literally riveting. So when the need came to showcase the Jaguar F-type at an upcoming expo, we thought we’d better bust out the VR goggles. Sort of.

Skip to 0 minutes and 30 seconds This is the Jaguar F-type simulator. It’s just sitting on a 6-axis hydraulic platform here. Roll you around, lift up, down. Once you’re wearing this helmet it’s really going to simulate exactly what it’s going to be like on the track. Good luck.

Skip to 0 minutes and 49 seconds Welcome to Jaguar Virtual Simulator.

Skip to 1 minute and 13 seconds I was surprised by how real it felt, actually.

Skip to 1 minute and 18 seconds I’m a technician, and I listen to the car. And if I didn’t know better, I would think that I was in a real car.

Skip to 1 minute and 27 seconds It doesn’t feel like a simulation.

Skip to 1 minute and 32 seconds You don’t get the acceleration. You don’t get that pitch and turn from a normal VR experience. How’d you find that experience? It was unbelievably cool.

Skip to 1 minute and 44 seconds No, shut up! You are [BEEP] ing me. Did you actually drive me around? Did it really go out? No. It didn’t, did it? Right. Yeah, well, actually it explains quite a lot. Can I do it again?

4. Voyage and return

Actual Reality
Agency: Y&R New Zealand / Client: Jaguar Land Rover New Zealand
Wood Pencil / Brand Experience / 2016

Voyage and Return Recap
The hero travels out of their ‘normal world’ into the overwhelming and unknown, before escaping back to the safety of their home.

Two Minute Task
While you’re watching the video, think about the following:

  • How do you think an experiential, interactive campaign affects the concept of ‘narrative’? (We’ll be looking in more detail at experiential and immersive stories in Week 4)
  • What other examples can you think of that use this archetype?

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