CHAPTER 8

“Desert Rose” … Sting and Jaguar (1999)

Is it a Sting commercial or a Jaguar commercial? Does the Brand in the album Brand New Day stand for Jaguar or Sting? The fact that the answer to both of these questions is not totally clear could be the reason why it clearly worked ... .

The year is 1999. It’s fall. Sting has a new album. It’s called Brand New Day. Sting feels good about the record. “I feel the millennium is very much a part of this record—and as my strategy in life is to be optimistic, in art I want to be the same.”1 The first single, the title cut Brand New Day, receives a chilly radio reception (although it eventually became ...

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