Anyone seen the new jaguar ad?

[Hungrycaterpillarsmummy]

Omg what have they done?!

They'll go under in a matter of months I think!

What strikes me is, if you have to explain the ad/concept/rebranding then the campaign so far, isn't doing its job. Worse still if the campaign is leading to mockery of the 'brand'

I suppose it demonstrates the different perspectives of those that work in marketing and the public (potential customers). For me personally when you have a heritage like Jaguar, destroying it, rather than leaning into it, is a real missed opportunity.

I agree on one point, style over substance or brand over product is definitely a thing. It worked with Range Rover, so why not give it a whirl with the sister brand.

Design principles are one thing, but you don't think there's any truth in beauty being in the eye of the beholder?

In fact this thread proves you wrong. What I find beautiful you find ugly.

So...not sure where such smart analysis as 'lol' comes in but you might want to put a bit more thought behind it.

I dunno. Explaining a rebrand is an entirely normal thing to do. The CEO has done it which is completely normal and expected.

For the millionth time - the ad is not depicting the people that they think will be buying the cars.

And yes, they have gone down a narrow path, because they are selling cars that will cost £200k. There aren't many narrower paths than that. But it's not the narrow path you're trying to make out it is.

They should have hired the people who worked for Burberry. They managed to resuscitate that brand amazingly. If went from being very 'chav' (I hate that word but that was what is what the brand was associated with at one point) to retaining it's once iconic and timeless status. It was done so subtlety it is difficult to pinpoint what they actually did to turn it around.

Exactly. Ford doesn't need to tread a narrow path to sell a car. They take thousands off the production line every day.

A 200k CyberTruck-looking thing...is pretty niche.

If they've got the right niche and know how to effectively market to it...time will tell.

I didn't say the ad - I said the brand. Now, if the ad is not speaking to or for the brand, then what is their brand?

It absolutely is that narrow path I'm saying it is. There are other cars out there costing that amount of money - too narrow a brand and they alienate their broader audience.

I would like the next advert to show those people in those exact outfits getting into a jaguar.

I think the overwhelming message from Jaguar though, is that they are specifically not choosing to do a subtle retouch of their existing brand.

Different projects entirely - and actually the article I linked above references Burberry's rebrand as a failure to take people with them on their journey to get existing customers to spend more. Jag isn't trying to do that - they're sacking off their existing customers entirely instead.

It's really risky and it could all go to shit. Who knows. Interesting to watch though.

I've tried getting in and out of supercars in nice outfits; it can't be done, it's so low it's basically like trying to get up off the floor in a pencil skirt and heels 😂

One's response to design is subjective, certainly. As it is to all art.

I will never buy a Jag -I'm not in the right income bracket but I'm also not the target market. Wrong age, wrong demographic.

However, Jaguar has generated a lot of awareness with this launch campaign and it will be interesting to see how they develop it and take it forward.

One of the 'coolest' cars at the moment has to be the Mercedes G Wagon. Yet I can't recall a single advert for it. Sometimes, less is more isn't it. Mercedes seem to manage to appeal to an extremely wide market. Our elderly neighbours all drive Mercedes of some description. Yet you have the footballers and the influencers in the G-Wagons. They have managed to retain a loyal customer base but attract the youth.

I am watching the Jaguar story with interest. At the minute they are coming across as bit 'cringe' but then lets wait and see.

😭

I did wonder if they are trying to subconsciously appeal to the people who watched tellytubbies as kids 😂

Ooh even better, a laughing emoji. Solid debate skills 👏

Haha @OooPourUsACupLove maybe! I never liked those creepy bastards so I'm obviously not target market!

One of the 'coolest' cars at the moment has to be the Mercedes G Wagon

Whivh I’ll never quite understand. Always thought they looked a bit like postman Pats delivery van myself…

If this type of messaging is what appeals to mid-30s urban couples then I am honestly bewildered. I work with a lot of that demographic - London, banking (who I presume would fit that criteria and have the funds for this vehicle)? This advert would have the pissed ripped out of it on a trading floor. Or are you thinking more 'media' types? I have to admit I would be out of touch there.

We just think of them as the car of choice for dealers and wannabe gangsters.

Dunno really, I'm just surmising. But also remember it's a global brand, we're not just looking at the finite group of young wealthy city bankers.

@Lonelycrab I agree, it almost looks made out of Lego - yet costs a bomb and has the celebs and athletes driving them. I was amazed to see a teeny tiny Simone Biles at the wheel of one.

I have just laughed a LOT at aldis response to the ad

I remember my dad moaning about glam rockers and saying 'you can't tell if people are men or women these days' in about 1972.

These adverts are just more of the same. A load of nonsense, spin and fantasy about marketing for a product that a vanishingly small percentage of the population will ever buy.

I watched a video once of a very elderly lady being asked in the 1980s about what had changed in her lifetime and she answered, "Everything".

Everything will always change. People will always rail against it.
The railing will make no difference. Often even the change will make no material difference.
Papers like the Daily Mail and other people with a schtick (like Farage, Fox, other arseholes) will try to make a culture war of it.
But things will always change and our harumpfing will do nothing to stop it.

It looks creepy, Epstein-y

Yes I know what you mean. Reminds me of that Balenciaga campaign that bombed recently. Another brand celebrating their cutting edge, high fashion status using BDSM and fetish imagery. (Only they really went for broke and used kids).

What has really alarmed me is the fact that the far right are apparently appropriating Barbour jackets. Barbour need to act on that fairly swiftly.