There’s a reason nostalgia is on the menu. Myself and others my age who just turned 40, are looking back at how amazing our childhoods were in the 90’s without the internet and being controlled by devices (except Super Nintendo/Sega Genesis). There’s a sense of longing for those times. And with all the craziness in the world now those 90’s style clothing, media, art are all bringing us back to a time that seemed…. happy.
I like your POV,, I agree with you. I’m not in my 40s tho, I’m just 31 haha, but I’ve lived long enough to witness the closing and beginning of some eras. I think the team in charge of redesigning Jaguar knew they were going for something completely different-I wouldn’t underestimate that. What I think Jaguar got wrong was choosing a design that visually screams for attention by trying to be different. And how, visually, it seems like the brand shifted from selling high-end cars to selling high-end cars for the kids of wealthy people. Maybe that was the intention-changing their target clientele-but I’m not sure. On their Twitter page, their CMs are responding with a lot of arrogance, which is making people talk about them even more. I don’t know how much “Mr. Jaguar” is enjoying this haha, but let’s see what happens in a few days when they unveil their cars.
@@chrisrutledge9330 Ah yes, the classic millions of people who own and drive a Jag to work everyday. Whereas BMW is just an obscure brand that you see 2 or 3 times in your lifetime.
Jaguar was a great brand with Legacy and heritage. In many ways a budget-friendly and sexier Bentley or Rolls-Royce. Jaguar made great strides under Ford ownership. That was their sweet spot.
Nah they were pure garbage they're a reason why they are in this predicament. there low quality has eroded all of its brand equity. and rebranding was needed but not this lol.
Jaguar lost their spark when they stopped putting the literal jaguar (as in the 3d one) on the hood. It was a great marketing tool that ppl would literally try to steal bc of its status. I would LOVE to see them embrace it again, especially since they’re supposedly going all electric
As someone who work on the department in charge for the new JLR ev’s I've been tryna tell the to you actual content creators (like myself ) that are more in tune with whats going on on the net to help brainstorm their campaign...but they just like doing stuff their own way.…
Highland cattle not yaks in the porsche ad, which is excellent in comparison to jaguar's attempt. And it doesn't look like Ireland to me, I'd say it's England, likely the peak district or lake district
Exactly. It has that 80s Synthwave Miami Art Deco aesthetic. People need to wait until the release of the car at the Miami Art Week, they are going for something trippy futuristic. Like an hybric of 60s Beattles and the Fifth Element. I dont see the inclusivity they are speaking about.
The most important thing for an automobile company logo is how it looks on the vehicle. I would wait to see how they look together. Seems like it’s being launched during Art Basel Miami, and Jaguar is no joke
as someone in the automotive and automotive marketing world, you hit the nail on the head with the Jaguar example. i am waiting to see the vehicle they reveal to truly decide if their campaign was a dumpster fire or redemption. time will tell! great look into what's happening with their rebrand
@@bac1881 There is a small problem. Impressions don't convert automatically to sells. Otherwise we will see an ad where Mercedes CEO will kiss a goat (nothing again Mercedes, just an example for BAD publicity)
To me the rebrand has an 80s Synthwave Miami Art Deco aesthetic. People need to wait until the release of the car at the Miami Art Week, they are going for something trippy futuristic. Like an hybric of 60s Beattles and the Fifth Element. I dont see the inclusivity they are speaking about.
I really don't hate the new logo/emblem/font, the problem is they're really committing to ONLY EV and dropping the actually fun/beautiful enthusiast vehicles like the F-type S/R/SVR or even F-pace SVR. I'm sure they did a market study and realized they need to differentiate in the market to actually be profitable for once, it's just a bummer.
Also an underrated idea is that women will buy masculine cars, but men usually won't buy feminine cars. There's a reason ford/toyota/tesla dominate market share. You'll see far more women in a dark colored F150 than men in a bright smart car. The cybertruck by Tesla is a great example of how they already worked hard for that masculine appeal before Elon was openly conservative (I know car guys still see it as soft, but you get the point). The fact that Subaru is known for being a more single woman type car, while not even having strongly feminine aesthetics says a lot.
Their rebrand is pushing so hard for unambiguously "edgy" even their name now mixes upper and lowercase letters. Even if the font type/family is this way (on purpose), for those who know, this is also a #DesignFail.
While I think the advert is awful, I do think that Jaguar is not marketing to the same Western market that it used to sell to. I expect that this rebrand is aimed at the super wealthy in places like China, India and UAE who don’t really care much about the legacy of the brand. I’m gonna be the crazy one and say that their sales in a year’s time will look much better than currently.
This ad has irritated a whole lot of late middle age white men who probably could not afford a Jaguar, and would never buy an EV. But it has ignited the Internet with the name Jaguar. Just prior to a launch of what would appear to be a stunningly interesting car. A EV launch that might just avoid the almost instant "ya, whatever" reaction that the big car companies are getting when they introduce yet another EV that is just a dressed up version of their existing model. What is the most boring new product intro class out there right now? Yet another EV. This Jag ad might just be brilliant.
Props for getting this out so quick! Shared very similar thoughts. Would love to be a fly on the wall in the boardroom dicussing the reception of this.
I’ve had the pleasure of looking at one of if not the best vintage Jaguar collection, which ranged from C, to D, to about 3 dozen E types. I don’t understand why they wouldn’t just embrace the classic cars that were actually successful. Also the D type is maybe the most beautiful thing I’ve seen in my life.
Let me guess, Jaguar went bankrupt and was sold, sold again to Ford, sold again to Tata Steel India. So unable to produce sustainable income would be an idea.
So i think they had a glitch on their website. I saw their new electric car on their website. They had boxy front lights. It looked like the Jaguar F-Type with white boxy headlights, ultra-modern. The front grill was all silver. I saw it and was like, wow, that's so ugly. I thought it was public and then left. I didn't even go to their car page, but it was all electric. The Starting price I saw was 77. It also has a lot of retro tech inspirations on it as well. The lights are also slightly tucked in under the front grill and are black. But the silhouette was very F-Type like but harder lines not nearly as smooth.
It's simple. Jaguar just did not read the room. There's a seismic shift towards more traditional values at the moment, and a good ad agency should know this.
Are you in the marketing advertising game? What I mean is, is your opinion something we should all take note about because you have launched a lot of brands? Or you just a guy who wants things to be like they were in Grandad's era. The Cybertruck is the ugliest truck ever built... no-one can argue there... but it's been a huge success... so what are you saying? You know better?
Not really, men have gone more traditional and women more progressive, it's been this way forever, the overall scene is the same, everybody is just a bit more radical. There is a shift towards traditional or retro aesthetics but not values
the annoying part is that this style, and likely, this audience that they are now appealing to. has a very specific, and honestly very annoying key mentality they're gonna pretend they're winning because of the reaction, the whole "erm that is exactly the point" or "you just dont get it" or "its not for you" or "well why are you mad" in general using the backlash from this whole situation as a sort of confirmation bias that because they are trying to be so unique and different, they expected the "norm" to react negatively but the "norm", the people that ACTUALLY buy Jaguars and have the disposable income to buy the newly branded/designed ones. are probably some 30 to 60 year old wealthy businessmen that will see this and definitely be put off by it
"I say old boy" said Terry Thomas- the ultimate Jag owner "wish the colonials could pronounce the car manufacturer's name correctly"- "JAG-you-are". My uncle had a Mark 2 "Jag" and he did look a bit of a flash chap - everyone envied his car. This rebranding is crazy and will kill the company!
I think this is all marketing stunt to sell the stock of cars they haven't been able to sell over the last few years. Rebrand themselves into something completely different and announce you're only going EV. That'll get people buying the "last true Jaguar cars" available. When they've sold that stock they couldn't sell for so long, they'll bring the brand back to normal with a new "we're back" campaign.
They 1000% knew. There's been a saying in marketing that your outrage is expected and calculated. They expected this reaction and the higher executives are happy that people are finally talking about Jaguar again
Their traditional customer base is no longer buying jaguars and they know it. This isn’t a generational shift its about the location of their market. Where is “British luxury” still desirable? Jaguar has turned in to the next MG thats what this is.
I think Jaguar decided to evoke the hatred rather than love and affection or respect. They tried both and that didn’t bring them money. Meanwhile uglies like BMW 4 and 7 series are doing better than competition. Everybody hates their aesthetics yet there is market for it. If Jaguar somehow gets into the mind of obnoxiously rich and tasteless, it will be a great success… through sheer hate.
☝️ yep BMW is an interesting case study. However they are back on form see Neue Klasse for 2025. They dropped the ugly design trend just to be different.
this is incredible you are the only person who makes me feel hopeful about advertising / marketing in the new era 👏 thanks for putting in the time to teach us, as a soon to graduate advertising student I really appreciate you!
Very much true I actually like the classic look! I’m not into the futuristic look like the cyber trucks it’s too BOLD and boxy no curves or body. I like the audit you’re doing. Plus with these cars they coming out with and hazing a target audience of Gen Z are they even going to have the money to buy this?!?
They are fucking Jaguar. A Jaguar chases silently - how can you not use it to advertise an electric car? That's the Bond brand. Builds a fucking awesome car and they sell themselves. But apparently Jaguar is to dump do that. Unbelievable.
I absolutely love your videos! At some point I would love a video break down on different designs styles or maybe videos that focus on each of these categories individually (past, present or future) and examples. Thank you for keeping us inspired 🙌
Damn! Another great video. So fkn true. I left the agency world 10 years ago and haven't looked back. Now doing my own thing and making 2+ more that what I would be making with an agency salary... but most importantly... doing 10x cooler projects.
Am I the only that actually gets a retro feel from this ad campaign? Like retro futuristic, what would have been seen as futuristic is the 60s or 70s. And I personally think that the right execution on that could be effective and distinct enough in an era where "vintage" can be uninspired
any chance you could do a video on free tools you find useful for marketing please? I'm building my own start up from scratch and currently alone as I haven't got funding yet and I'm trying to get a feel for marketing as a whole as currently I'm just an inventor and I'm self teaching business, currently exploring marketing and sales. really liking the useful content btw, thank you from England
Totally get trying to blow it all up for a new avenue when shit isn't working. It's insane how a brand with over a 100 year history makes ads that only really work for new brands or some sporty Toyota. The Jaguar is a car you'd see someone drive in Saltburn, idk maybe connect that with something i'm no expert.
I think if the car is an actual real drivable car then it's gonna be great BUT by the looks of it, kinda looks like one of those prototypes that they never actually end up making or that it flops like Fisker
Great video. As mentioned they don't have to play the nostalgia card. They can leap into the future, but it should be more Blade Runner than Teletubbies
thanks for destroying your own braincells in the gathering of valuable® info for us abstaining to do so. we thank you for your services we appreciate the updates on current affairs.
J ad gives "anonymous loud," "alienation chic," out-of-the Backrooms liminal luxury. It's disquieting and interesting. Dior Gris but early 90s. I'm not sure people will want to drive "interesting," but who knows.
The creative field is one of those rare situations where someone who is really good is worth millions. But the other 99% likes to think they’re good and that they’re worth their salaries but they keep making this slop
I feel like we are sleeping on the bigger picture of what Jaguar is trying to do and I actually see it, it seems like they loosing it but they will sell a lot of cars. They taking the kinda risks most brands need to
I am a big Jag fan and replacing the iconic logo with clothes dogs*it logo is a stupid. If you target totally new audience just make new brand and don't call all people `Intolerant`
Great video! Reshaping or shuffling a brand strategy is one thing, but it must be followed by great execution. The problem with Jaguar is that the result feels cliché, and cheap.
The question becomes...are they attracting the people that are their target buyers?...I am not sure a lot of noise from people that would not be buyers anyway is worth much
but why is it bad? if they make a successful hit with their product; I can see that being a win. it seems to me they are in a great position to make such a hard pivot to a more high-art/high-fashion market; in that they don't have much to lose. is it out of touch? I don't think we know yet. most of the internet who hates on this new move I wouldn't say is in their target market.
@@orenmeetsworldI have to disagree. A huge part of the luxury car market is image. That’s why associating it with James Bond was so successful. Even if the car is good the fact that the entire internet is LAUGHING at Jaguar is terrible for them. It’s not shocking, it’s not controversial except in how awful it is. Given the new nicknames I’m seeing everywhere for Jaguar, someone with the income to buy a luxury car is not looking for a brand that’s being ridiculed around the world.
Excellent take but you should really be comparing to Porsche Taycan marketing. Selling electric cars and using nostalgia for brand marketing is oranges and apples.
Is it possible that this is for the Chinese market? BMWs have also drifted to an entirely new design language because China is their largest market. If that's the case, this sort of hyper pop style might make more sense.
I actually like the new logo as it kind of reminds me of the "Dune" logo from the new films. That being said it's the wrong look for Jaguar. Not to mention the overall strategy is a disaster.
Seeing all the old ads its almost crazy how effective theyd be in the modern day.
Truly
i ain't reading all that
⭐⭐⭐⭐⭐ they fucked up they need to hire us....
Concept concept = reality now
Aye " O " YOU GET IT BROOOO PLEASE TELL THEM AGAIN
jaguar redesign looks like it sells mini 2 seater budget electric cars
I bet that's what they are about to sell, since they are going all electric
Perhaps that’s what the world needs. Who needs a high performance V8 engine in a country whose roads are full of pit holes..
EV's aren't the future.
It looks like store-brand shampoo
@@oldershikari828 instead of spending all the money on a redesigned logo and woke ad they could've spent it on fixing potholes
There’s a reason nostalgia is on the menu. Myself and others my age who just turned 40, are looking back at how amazing our childhoods were in the 90’s without the internet and being controlled by devices (except Super Nintendo/Sega Genesis). There’s a sense of longing for those times. And with all the craziness in the world now those 90’s style clothing, media, art are all bringing us back to a time that seemed…. happy.
I like your POV,, I agree with you. I’m not in my 40s tho, I’m just 31 haha, but I’ve lived long enough to witness the closing and beginning of some eras. I think the team in charge of redesigning Jaguar knew they were going for something completely different-I wouldn’t underestimate that.
What I think Jaguar got wrong was choosing a design that visually screams for attention by trying to be different. And how, visually, it seems like the brand shifted from selling high-end cars to selling high-end cars for the kids of wealthy people. Maybe that was the intention-changing their target clientele-but I’m not sure.
On their Twitter page, their CMs are responding with a lot of arrogance, which is making people talk about them even more. I don’t know how much “Mr. Jaguar” is enjoying this haha, but let’s see what happens in a few days when they unveil their cars.
in pop terms this is like Katy Perry doing music for the gays after BRAT. Too late girl.
Well put. I’m over 50, zero enthusiasm for new cars. Still. Love E-Types and the time when Jaguars were so elegant.
I don’t know about you but jaguars didn’t feature in my 80s & 90s youth 🤷♂️
Gen-X boomer-ification is happening before our eyes
Nailing the unfolding of this with absolute precision. This needs to go superviral.
🫡
This ad is going superviral - and millions are thinking Jaguar, and will be all over the new launch. And BMW? Snore.
Strongly agree! Excellent analysis
@@chrisrutledge9330yup
@@chrisrutledge9330 Ah yes, the classic millions of people who own and drive a Jag to work everyday. Whereas BMW is just an obscure brand that you see 2 or 3 times in your lifetime.
"Can we make Jaguar brat?"
BARS
Few understand
Jaguar was a great brand with Legacy and heritage. In many ways a budget-friendly and sexier Bentley or Rolls-Royce. Jaguar made great strides under Ford ownership. That was their sweet spot.
Totally agree. Was.
But it didn't sell.
@@thopp9761 lmao this wont either
Nah they were pure garbage they're a reason why they are in this predicament. there low quality has eroded all of its brand equity. and rebranding was needed but not this lol.
Ford killed Jaguar
Jaguar lost their spark when they stopped putting the literal jaguar (as in the 3d one) on the hood. It was a great marketing tool that ppl would literally try to steal bc of its status. I would LOVE to see them embrace it again, especially since they’re supposedly going all electric
Agreed
Brands don’t do that anymore because of highway safety laws.
I never thought as a nurse I would be so into marketing so thanks for making this a hobby of mine I love these videos
great to hear
As someone who work on the department in charge for the new JLR ev’s I've been tryna tell the to you actual content creators (like myself ) that are more in tune with whats going on on the net to help brainstorm their campaign...but they just like doing stuff their own way.…
This is a common theme in legacy companies sadly - in a connected world they prefer not to tap in
Yeah, ive seen some creators put out their own jaw droppingly good redesigns. Makes it all even more depressing. 😭
Highland cattle not yaks in the porsche ad, which is excellent in comparison to jaguar's attempt. And it doesn't look like Ireland to me, I'd say it's England, likely the peak district or lake district
Damn! this content is really good. I love the speed of content delivery too. So much knowledge in 11 minutes.
Thanks
That pink background with blue close up of the car, looks 1960's poster style with Florida soft colours.
That's the only thing I like in the whole campaign.
Exactly. It has that 80s Synthwave Miami Art Deco aesthetic. People need to wait until the release of the car at the Miami Art Week, they are going for something trippy futuristic. Like an hybric of 60s Beattles and the Fifth Element. I dont see the inclusivity they are speaking about.
The grill is giving Rimowa. The new round logo is giving foldable bag hanger. Innovative indeed....
Thank you for your hustle. It’s inspiring and it pushes the rest of us forward
🫡
All car companies learned from BMWs bangle butt era. As in, you can destroy everything in a dumpster fire and bring it back one product cycle later
The most important thing for an automobile company logo is how it looks on the vehicle. I would wait to see how they look together. Seems like it’s being launched during Art Basel Miami, and Jaguar is no joke
I've listened/read/watched a lot of thoughts on the Jaguar rebrand and I think you're pretty much bang on the money with what you're saying here.
Wow. There is still hope for real, genuine learning on youtube. Thank you
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as someone in the automotive and automotive marketing world, you hit the nail on the head with the Jaguar example. i am waiting to see the vehicle they reveal to truly decide if their campaign was a dumpster fire or redemption. time will tell! great look into what's happening with their rebrand
Thank you
160 million impressions so for on X. Best free publicity.
@@bac1881 There is a small problem. Impressions don't convert automatically to sells. Otherwise we will see an ad where Mercedes CEO will kiss a goat (nothing again Mercedes, just an example for BAD publicity)
To me the rebrand has an 80s Synthwave Miami Art Deco aesthetic. People need to wait until the release of the car at the Miami Art Week, they are going for something trippy futuristic. Like an hybric of 60s Beattles and the Fifth Element. I dont see the inclusivity they are speaking about.
Love the logical approach to the rebrand! Great video, thank you.
🫡
I really don't hate the new logo/emblem/font, the problem is they're really committing to ONLY EV and dropping the actually fun/beautiful enthusiast vehicles like the F-type S/R/SVR or even F-pace SVR. I'm sure they did a market study and realized they need to differentiate in the market to actually be profitable for once, it's just a bummer.
You absolutely nailed it. The marketing middle class shift right now is seismic.
you already know
Also an underrated idea is that women will buy masculine cars, but men usually won't buy feminine cars. There's a reason ford/toyota/tesla dominate market share. You'll see far more women in a dark colored F150 than men in a bright smart car. The cybertruck by Tesla is a great example of how they already worked hard for that masculine appeal before Elon was openly conservative (I know car guys still see it as soft, but you get the point). The fact that Subaru is known for being a more single woman type car, while not even having strongly feminine aesthetics says a lot.
great insight
I love Subaru & Mitsubishi because of WRC
Yes the cybertrucka great example of not selling car and we got another model e face lift that looks like all the other brands.
Who doesn't want a luxury car that has an office air vent cover on the back? 🙄
Their rebrand is pushing so hard for unambiguously "edgy" even their name now mixes upper and lowercase letters. Even if the font type/family is this way (on purpose), for those who know, this is also a #DesignFail.
While I think the advert is awful, I do think that Jaguar is not marketing to the same Western market that it used to sell to. I expect that this rebrand is aimed at the super wealthy in places like China, India and UAE who don’t really care much about the legacy of the brand. I’m gonna be the crazy one and say that their sales in a year’s time will look much better than currently.
I agree with you that Jaguar might be thinking of selling in Asia and the Middle East, but surely an LGBT image will not work in those markets.
This ad has irritated a whole lot of late middle age white men who probably could not afford a Jaguar, and would never buy an EV. But it has ignited the Internet with the name Jaguar. Just prior to a launch of what would appear to be a stunningly interesting car. A EV launch that might just avoid the almost instant "ya, whatever" reaction that the big car companies are getting when they introduce yet another EV that is just a dressed up version of their existing model. What is the most boring new product intro class out there right now? Yet another EV. This Jag ad might just be brilliant.
100%
bro, fix the mike and the camera and lighting and scratch that just the sound. and you are WAAAY DAFUK UP. this great man , great job !!!
Props for getting this out so quick! Shared very similar thoughts. Would love to be a fly on the wall in the boardroom dicussing the reception of this.
Wow, you absolutely nailed everything! Awesome skills💯
🫡
I’ve had the pleasure of looking at one of if not the best vintage Jaguar collection, which ranged from C, to D, to about 3 dozen E types. I don’t understand why they wouldn’t just embrace the classic cars that were actually successful. Also the D type is maybe the most beautiful thing I’ve seen in my life.
Let me guess, Jaguar went bankrupt and was sold, sold again to Ford, sold again to Tata Steel India. So unable to produce sustainable income would be an idea.
Couldn't even keep the growler......
RIP Jaguar..
Long Live the XJ 1968 to 2019
So i think they had a glitch on their website. I saw their new electric car on their website. They had boxy front lights. It looked like the Jaguar F-Type with white boxy headlights, ultra-modern. The front grill was all silver. I saw it and was like, wow, that's so ugly. I thought it was public and then left. I didn't even go to their car page, but it was all electric. The Starting price I saw was 77. It also has a lot of retro tech inspirations on it as well. The lights are also slightly tucked in under the front grill and are black. But the silhouette was very F-Type like but harder lines not nearly as smooth.
People buy products because of marketing - or despite marketing (as you say: Product heals all wounds). We'll see here...
I really look forward to the unveiling, because Norway is really strict on non-EVs, so an EV GT from Jaguar better be good
It's simple. Jaguar just did not read the room. There's a seismic shift towards more traditional values at the moment, and a good ad agency should know this.
Really? Is there a study that would support your claim or is it your gut feeling?
Are you in the marketing advertising game? What I mean is, is your opinion something we should all take note about because you have launched a lot of brands? Or you just a guy who wants things to be like they were in Grandad's era. The Cybertruck is the ugliest truck ever built... no-one can argue there... but it's been a huge success... so what are you saying? You know better?
@@TorianTammasyou need a study to point this out? Interesting
Not really, men have gone more traditional and women more progressive, it's been this way forever, the overall scene is the same, everybody is just a bit more radical. There is a shift towards traditional or retro aesthetics but not values
the annoying part is that this style, and likely, this audience that they are now appealing to. has a very specific, and honestly very annoying key mentality
they're gonna pretend they're winning because of the reaction, the whole "erm that is exactly the point" or "you just dont get it" or "its not for you" or "well why are you mad"
in general using the backlash from this whole situation as a sort of confirmation bias that because they are trying to be so unique and different, they expected the "norm" to react negatively
but the "norm", the people that ACTUALLY buy Jaguars and have the disposable income to buy the newly branded/designed ones. are probably some 30 to 60 year old wealthy businessmen that will see this and definitely be put off by it
But those older men stopped buying jaguar it is in a state right now, they clearly need a new audience as their old one does not want them anymore
"I say old boy" said Terry Thomas- the ultimate Jag owner "wish the colonials could pronounce the car manufacturer's name correctly"- "JAG-you-are".
My uncle had a Mark 2 "Jag" and he did look a bit of a flash chap - everyone envied his car.
This rebranding is crazy and will kill the company!
Terry Thomas has retired and he’s driving a Honda Jazz. Times change as do markets.
The best part of this video is what you said about talent and where they are going to work.
Thx - it’s a serious scenario
I think this is all marketing stunt to sell the stock of cars they haven't been able to sell over the last few years. Rebrand themselves into something completely different and announce you're only going EV. That'll get people buying the "last true Jaguar cars" available. When they've sold that stock they couldn't sell for so long, they'll bring the brand back to normal with a new "we're back" campaign.
Im bet Jaguar didn't expect this to be the reaction to their rebrand
They knew
They 1000% knew. There's been a saying in marketing that your outrage is expected and calculated. They expected this reaction and the higher executives are happy that people are finally talking about Jaguar again
Their traditional customer base is no longer buying jaguars and they know it. This isn’t a generational shift its about the location of their market. Where is “British luxury” still desirable? Jaguar has turned in to the next MG thats what this is.
They literally said “we only expect 15% of our customers to like it” they know what they’re doing
@@memoriesmuseum2824 15% ?? I think you typed it wrongly. "1.5%" is more accurate
I still lament the day Apple removed the rainbow from their logo, imagine if they brought it back today :)
hey, do you need a video editor?
4:50 is so on point. Well put and encouraging for those their skilled
If this rebrand brought a vehicle to mind it would the Mr Garrison bike from South Park rather than a classic British sports car
I think Jaguar decided to evoke the hatred rather than love and affection or respect. They tried both and that didn’t bring them money. Meanwhile uglies like BMW 4 and 7 series are doing better than competition. Everybody hates their aesthetics yet there is market for it. If Jaguar somehow gets into the mind of obnoxiously rich and tasteless, it will be a great success… through sheer hate.
☝️ yep BMW is an interesting case study. However they are back on form see Neue Klasse for 2025. They dropped the ugly design trend just to be different.
Evoque owners will love this advert
THis could just be the car Company using this ad to get free publicity. It is working.
KIA's rebrand needs to be studied
Much critiqued (for no reason)
“Nobody’s Pussycat” is perfection
Agreed
this is incredible you are the only person who makes me feel hopeful about advertising / marketing in the new era 👏 thanks for putting in the time to teach us, as a soon to graduate advertising student I really appreciate you!
glad it resonates :)
Very much true I actually like the classic look! I’m not into the futuristic look like the cyber trucks it’s too BOLD and boxy no curves or body. I like the audit you’re doing. Plus with these cars they coming out with and hazing a target audience of Gen Z are they even going to have the money to buy this?!?
They are fucking Jaguar. A Jaguar chases silently - how can you not use it to advertise an electric car? That's the Bond brand. Builds a fucking awesome car and they sell themselves. But apparently Jaguar is to dump do that. Unbelievable.
"They brought the yaks out." 😂😂😂
They showl did.
I respect any ad with a Yak
I absolutely love your videos! At some point I would love a video break down on different designs styles or maybe videos that focus on each of these categories individually (past, present or future) and examples. Thank you for keeping us inspired 🙌
Damn! Another great video. So fkn true. I left the agency world 10 years ago and haven't looked back. Now doing my own thing and making 2+ more that what I would be making with an agency salary... but most importantly... doing 10x cooler projects.
Amen
One can say that this happened in the US election as well: MAGA’s strength was its call to nostalgia that resonated with the majority of voters
When I saw this ad, I immediately thought of you!
I also thought: This ain’t it buddy! 😂😂😂
haha
Am I the only that actually gets a retro feel from this ad campaign? Like retro futuristic, what would have been seen as futuristic is the 60s or 70s.
And I personally think that the right execution on that could be effective and distinct enough in an era where "vintage" can be uninspired
The ad video itself maybe isn't really doing that but the car itself gives me this vibe
Ad looks like an 80s new wave music video
Na, more like a planet that Capt. Kirk beamed down to scope out. 😂
@rickmorgan8856 haha yaaas! 😅
not to mention the absolutely assinine designed tweeting in support of his redesign “i am the man in the arena”
Yikes
If you only keep 15% of your customer base you have leveled your company with a Chinese start up. Why on earth do that?
Wow. "The death of the marketing middle class." Well put.
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any chance you could do a video on free tools you find useful for marketing please? I'm building my own start up from scratch and currently alone as I haven't got funding yet and I'm trying to get a feel for marketing as a whole as currently I'm just an inventor and I'm self teaching business, currently exploring marketing and sales. really liking the useful content btw, thank you from England
Totally get trying to blow it all up for a new avenue when shit isn't working. It's insane how a brand with over a 100 year history makes ads that only really work for new brands or some sporty Toyota. The Jaguar is a car you'd see someone drive in Saltburn, idk maybe connect that with something i'm no expert.
I think if the car is an actual real drivable car then it's gonna be great BUT by the looks of it, kinda looks like one of those prototypes that they never actually end up making or that it flops like Fisker
def curious
Great video. As mentioned they don't have to play the nostalgia card. They can leap into the future, but it should be more Blade Runner than Teletubbies
thanks for destroying your own braincells in the gathering of valuable® info for us abstaining to do so. we thank you for your services we appreciate the updates on current affairs.
it hurt but we're here
J ad gives "anonymous loud," "alienation chic," out-of-the Backrooms liminal luxury. It's disquieting and interesting. Dior Gris but early 90s. I'm not sure people will want to drive "interesting," but who knows.
The creative field is one of those rare situations where someone who is really good is worth millions. But the other 99% likes to think they’re good and that they’re worth their salaries but they keep making this slop
I feel like we are sleeping on the bigger picture of what Jaguar is trying to do and I actually see it, it seems like they loosing it but they will sell a lot of cars. They taking the kinda risks most brands need to
Don’t see how this will sell any cars - product unveil might but this hurts if anything
I am a big Jag fan and replacing the iconic logo with clothes dogs*it logo is a stupid. If you target totally new audience just make new brand and don't call all people `Intolerant`
Great video!
Reshaping or shuffling a brand strategy is one thing, but it must be followed by great execution. The problem with Jaguar is that the result feels cliché, and cheap.
just build an elegant, well built and competively priced car. i don't buy cars based on adverts.
So, an angular all-electric "CyberSedan", following in the success of the Tesla truck? 😅
Oren, talk about nostalgic era!!
who on Earth pronounces it "Jajuarrr"?? ('Faguar' would be more appropriate now though)
The question becomes...are they attracting the people that are their target buyers?...I am not sure a lot of noise from people that would not be buyers anyway is worth much
Amazing video with so many great points of view.
thank you
My god this ad campaign is like what a parody skit of a millennial brand would look like
They are missing a middle eastern, a south East Asian (India), Hispanic, native and a racially ambiguous
casting director messed up
I’m getting heavy Chrysler PT Cruiser vibes. I hope I’m wrong and this car is worth their investment.
The grill is nice but the monogram looks like a grinder. Man that’s horrible.
Yeah rough
This point you made is amazing
but why is it bad?
if they make a successful hit with their product; I can see that being a win.
it seems to me they are in a great position to make such a hard pivot to a more high-art/high-fashion market; in that they don't have much to lose.
is it out of touch? I don't think we know yet.
most of the internet who hates on this new move I wouldn't say is in their target market.
That’s exactly what I said - the ad is bad, but if the car is good none of it will matter
for sure!
as you said, I think Jaquar is playing some 4D chess with us. We will see, but fascinating nonetheless.
@@orenmeetsworldI have to disagree. A huge part of the luxury car market is image. That’s why associating it with James Bond was so successful. Even if the car is good the fact that the entire internet is LAUGHING at Jaguar is terrible for them. It’s not shocking, it’s not controversial except in how awful it is. Given the new nicknames I’m seeing everywhere for Jaguar, someone with the income to buy a luxury car is not looking for a brand that’s being ridiculed around the world.
@ ads are forgotten, product is forever, that is a temporary problem imo - not that I think the car will be good either tho
This was done internally.
thank you Oren you are a 🐐
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Excellent take but you should really be comparing to Porsche Taycan marketing. Selling electric cars and using nostalgia for brand marketing is oranges and apples.
Is the video sped up or is it just my sleeplessness? Framerate off or something? Great content though!
I just talk really fast
When you say Jaguar, you need to say like the guy who says”Daddy Chill”
Why are these car brands afraid of embracing street cultures when trying gain the gen z era
I think they’re afraid it will look like they’re copying Mercedes
@orenmeetsworld Mercedes was smart too capitalize on that demographic
JLR Chief Creative Officer Gerry McGovern has said the Jaguar brand has "no equity whatsoever." Which is absolutely batshit crazy.
Truly
it's true
He's right. No one wants a Jag.
Oren that was so fun to watch bro 🫡
Appreciate it brother
Interesting explanation. Thank you.
i love this video such a good breakdown !!
Thanks
All I'm wondering now after you said it....is if this is some 4D chess troll move...
it is not sadly
Is it possible that this is for the Chinese market? BMWs have also drifted to an entirely new design language because China is their largest market. If that's the case, this sort of hyper pop style might make more sense.
No the Chinese would absolutely hate this lol
@@orenmeetsworld 🤷♂I have to believe there was some educated, studied rationale. It just remains elusive at the moment.
Logo 👍
Haircut 😷
100% agree with ALL of this Oren
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City boy here calling Scottish Highland cattle "yaks".
I actually like the new logo as it kind of reminds me of the "Dune" logo from the new films. That being said it's the wrong look for Jaguar. Not to mention the overall strategy is a disaster.