Anyone seen the new jaguar ad?

[Hungrycaterpillarsmummy]

Omg what have they done?!

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

Sadly, the wokies have got hold of making the ads, and it will result in Jaguar's downfall.

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If the F Pace was the right car for you last week, it's still the right car for you now! The car hasn't changed!
JLR will no longer be making the F Pace (or any of their existing cars), and are taking the brand in a new direction - this new branding relates to what they'll do in future. Not liking their new ad and therefore choosing not to buy the car you had decided met your needs is quite the case of cutting off your nose to spite your face.

We had an XFR, it was effing brilliant. A beast that could match a Ferrari for speed and handling. It was soooo comfortable, and very, very fast. Loved it.

All publicity is good publicity.

If you are going to buy jaguar you still will.

Better than the owner of Tesla.

I think you chose the right word there - not just modern but 'desperately' so... it wants to be 'down with the kids' but is just a bit too thirsty for it. It's self-conscious.

The car industry is going through some massive and fast changes right now, compared to the slower evolution of the past. I'm guessing they're seeing the future as Tesla and the like, and are trying to copy that market - while saying 'don't copy'.

As others have said, I'm getting Benetton, I'm getting Zoolander. And all the models in primary colours are clearly just human props, not conveying the individuality that you'd think luxury car buyers would hanker for.

Anyway, we're all talking about it, so they will parlay that into a win. Interesting to read that they're planning a year off. Time will tell, I guess.

Thanks for your insight, this seems to be something you know about.

@jaguar2024 it's really not easy; sometimes I have a perception that I'm being heard or listened to properly, but equally I know that I'm often just being used as the tits, and sort of have to sit quietly while The Men Are Speaking.

My male colleague has ten years less experience than me but is seen as credible; I have to fight all the time for that same credibility.

It's fucking hard but I love it so much. What an industry to be a part of.

I love that this thread is now over 100 posts long! Such strong opinions on a rebrand/ad campaign for a car range which isn't going to be available for well over a year, and will cost a minimum of £100,000.

Yes!!! The point that most people seem to have missed. It's been done very well. It's certainly caused a pause and take it in moment.

I was in fleet and have seen a lot of marketing people and fleet people discussing and it's been interesting. My favourite was the below image where tech brand "nothing" have changed their font to match Jags and the slogan. People mocking it only helps to get the message out there. It's a shame to see the cat go. It was described as a visual hammer and it was!

I can't wait to see what the cars look like. Jaguar hasn't been this exciting for decades 😂

It's the power of branding! If they had inched the brand forward by degrees literally nobody (apart from some auto journalists or auto leaders on LinkedIn) would be talking about it.

Haha @ExceededUsefulEconomicLife I love that Nothing did that!

Completely agree! I've worked in marketing for most of my career, and campaigns like this are few and far between. I've worked with so many brands who decide to reposition/relaunch/rebrand and often end up dancing on pinheads. I love that they've been bold enough to do it. Whether it works, only time will tell. But I'd like to think they've done the due diligence to know that it will.

I'm way down the bottom unfortunately
Used to being called good girl or sweetheart by customers!

PMSL at the posters thinking that people hating this advert is going to make those same people buy the car! 😂

!

Hope so @BuzzieLittleBee

It's hard - sometimes you just know that a bold rebrand is right but courage fails everyone at some point in the process. But this was absolute balls to the wall epic determination to chart a really divisive course.

You know what @jaguar2024 it doesn't matter what level we are, the misogyny is rife across the entire industry. I love it, but it's very divided, by sex, but also by the haves and have nots (and I'm the latter working for the former).

I was once talking to a female copper at a party. She said that they'd never catch the low/mid level dealers if they drove normal cars - but they just can't help themselves and have to drive around playing at being gangsters in their flash cars, music blaring, etc.

@ThisOldThang that's the entire G-Wagon market basically 😂

This advert has done what it probably intended and got people talking about the brand. I'm also one of those that associates Jaguar with older people as the younger people with money go for different brands. What I can't stand on the advert is the capital letters in the middle of the name JaGUar, that is enough to put me off.

🙄🙄🙄🙄🙄🙄

Yeah I HATE the random capitals. Absolutely hate it.

I've just watched it and I thought initially that the older bloke with the hair was Richard E Grant and the tall woman with blonde hair was Tilda Swinton. I agree that it's very united colours of Benetton. It makes a change from a car driving by a dramatic coast, then through a desert, then pulling up at a snazzy modern suburban house. It wouldn't make me buy a Jaguar though.

What did make me buy a Jaguar iPace was test driving a load of different cars and liking it the best. I didn't consider that I ought to be male, or a CEO or play golf. Frankly it was a bit irresponsible of the salesman to let me buy it when I don't meet any of the criteria except being middle-aged.

Honestly, you could have slapped on any fashion house logo, and I would have gone 'yep.' There was nothing in the ad that referenced a car manufacturer, let alone Jaguar.

Their USP is elegance, quality, and luxury—that's why the price is so high! The ad models look like rejects from the Paris Olympic Ceremony, and their focus on the bizarre makes me question the company's direction. They are not Tesla. Don't try to outdo them in the modern edgy stakes.

Porsche and Aston Martin must be celebrating today.

I'm mystified by the reasoning - and there must be a lot of expensive reasoning - behind this laughably amateurish, extremely cheap-looking rebrand teaser. Eight models, looking like extras from Fifth Element in tawdry costumes, make weakly destructive movements. The next two releases show ventilator grilles sporting the jaguar symbol.

"Break moulds, delete ordinary, copy nothing", the campaign instructs us in a gently rounded font reminiscent of 1980s primary school. The kindest way to interpret this is that the company's poking fun at its own ordinary-looking, highly derivative advertisement.

There's no way this is a "Make them look, who cares what they think?" bid for publicity at any cost. They're not short of either money or prestige, though they appear to be rather short on confidence at this point. They can't be banking on building their new marketplace among trans activists, the only people likely to view this work uncritically. They must be doing something ... but I don't know what the fuck it is 🤷‍♀️

No @Bagpussnotbothered you're missing the point. They're deliberately speaking to the younger audience who follow high end fashion brands, and positioning themselves as one of them, only they produce cars not clothes.

It's not a mistake, it's a choice.

I don't believe this. It's not slick, chic, couture. If that was the intent, it's been done astoundingly badly. You don't put that much heft behind a brand to do it that poorly.