It is like a movie, The Curious Case of Benjamin Button where a boy is born as an old man with seconds of life to live, but when he gets older, at the same time he gets younger. The same could be said about Jaguar. A brand, not too long ago considered as a brand for old people has in the last few years started to look more and more fresh, by the looks and technology, while at the same time attracting younger people.

Their latest advertising campaign is connected with their newest and thus most advanced and fresh car in the fleet, electric-driven I-Pace. It is thus no wonder, that they have decided to invite along one of the most popular singers at the moment, British/Kosovan singer, Dua Lipa, who is going to launch the collaboration with an exclusive gig on third of September in Amsterdam. Concert is also going to be the start of a series of events under the name The PACE: Season One, through which Jaguar is going to promote their series of SUVs, including I-Pace.

»I love to push boundaries with my music and my performances and this partnership is going to take things to an exciting new level. It’s a hi-tech project combining music and Jaguar technology, and I know my fans are going to love what we are creating together. All will be revealed on 3rd September in Amsterdam. I’m so excited that my first car is going to be the I-PACE and to be trailblazing for the new electric generation, « said Dua Lipa after revealing the project.