Anyone seen the new jaguar ad?

[Hungrycaterpillarsmummy]

Omg what have they done?!

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

Well I'd imagine they don't think it's bad

Sure I doubt people who design brands think it's ok

Firstly the brief seems to be diversity over all else and secondly the design is being slated

I wonder if it was in house I couldn't see an agency on quick google

Doubt they think it's bad that is. They're probably surprised at the reaction

Yeah this. ^ Everyone I have spoken to about this ad is taking the piss out of it. Middle aged and older people, and younger people too. What the fuck were they thinking?! 😂

The Specsavers and Aldi piss takes are fucking comedy gold. Highlighting how utterly minging and stupid this ad really is!

...I design brands.

Like I say, I don't love it. But I love that they did it. And plus they had to.

They had fallen between camps; no exclusivity on their existing range, people had moved on to the likes of Bentley etc.

There was no equity left in the brand . So they've paused and are deciding to go again with exclusivity at the forefront of their brand this time.

@MillyMichaelson

...I design brands.

That's great. But you may not be surprised to know others do too. And the view from many is the design and branding is not good

No, I agree. I've said about 8000 times now that I don't love it. But they had to make a very bold move from their existing brand. And this is how they chose to do it.

If they had to do this as in pp it could have been better.

It doesn't have to be predictable and not nice design

Not exclusivity - inclusivity

No, they're using 'inclusivity' as, like, a key message for their brand.

But their products will be pitched, and priced, to engender the kind of exclusivity they've been missing, and losing to other other brands.

Exactly! Inclusive exclusivity 🤔

As Mark Ritson says, luxury brands never go on about 'Luxury' so Jaguar's already fucking that up.

@EasternStandard, Jaguar's agency is Accenture - who have declined to comment on the rebrand. I do agree it looks more like the work of a client.

Love Mark Ritson!

If they're going for exclusive inclusivity they really need to do better than this ad.

Maybe. It's one ad in a long cycle. No brand is gonna do everything in one ad.

But your initial rebrand ad should be a hook into greater things to come

Or to pique interest, and you can't deny it's done that. Everyone is now waiting for what's next. Love it or hate it, you wouldn't be here chatting about it, if they'd pulled off a mild and inoffensive brand evolution.

@Garlicpest oh right I can't say Accenture is a great choice

It’s not a brand evolution though - that would have been the sensible choice.

Is everyone really waiting to see what Jaguar are offering - or are they enjoying the laughter at their expense? My money’s on the latter.

I don't know that it would have been the sensible choice. They've essentially ceased to trade as the company they were and are becoming something totally different. What would be the point in not making any noise about that?

They would have known it would alienate some, and they chose to do it anyway. That says that they're very clear about their path.

And the wrong paths are taken all the time.

Yes, they're becoming something different - what that different means in terms of their actual cars hasn't been clear yet beyond a montage ad and a word salad of inclusivity from their brand bloke. Oh, and some increased traffic to the Aldi socials (which is certainly good for the middle aisles).

My thoughts:

If you want to charge £200k for a car, you need to make it and the brand desirable. People that can't afford the car should still covet the car and the brand. They shouldn't be laughing at and deriding the brand.

Jaguar should have created a completely new brand (e.g. Toucan) and built their edgy branding and new style cars under that umbrella. This is a tried and tested method in the car industry.

@MillyMichaelson it has been fascinating reading your take on all this - I work a million miles away from advertising so it is interesting to hear an expert view on this. You know, I think the British public can be very adverse to change and have a knee jerk reaction to stuff like this and then come around to it. The jury is out.

I also love Ryan Air on X..

Oh @GhostoftheMountain thanks, I'm totally not an expert but I know enough I guess about marketing to take a view that doesn't involve setting my hair on fire and running around LinkedIn slagging off the work of other marketers. That's a real dick move.

It’s not just the British public that have been laughing though - and I would argue that most people embrace change when it’s of direct benefit to them or when it enhances their lives in some way. If Jaguar somehow manage to turn this fiasco around - I suspect there are many damage limitation conversations going on behind closed doors about how to do that - and come up with a product that becomes highly desirable then great. Ultimately, I’d hate for anyone in the UK to lose their job as a result of this.

You can see the excitement was about the DEI make up of the company

That's pretty generic as a brief and the design isn't what it should be

I'd warn any rebranding co from going full how diverse we are as main brief from now. It'll only end up in the same area

It’s not going to be £200k though surely.

Has anyone seen any details or pictures yet?

Competition; Tesla at £100k or so will smoke anything performance wise in a straight line.
Taycan will likely be faster in the real world.
Audi E-tron gt looks incredibly plush.

The advert is neither here nor there, they need to have done their engineering homework to get any chance of coming close to these ^