If they do that 5-8 years ago, that might have not been such a disaster. But now, when the tide is turning on both alphabet agenda and electric religion, that 30 seconds is the most colorful suicide note I've seen in my life.
Genderfreaks that couldn’t tell you what a woman is and definitely couldn’t afford your car(s). The Climategoons splattering museum painting and monuments with toxic paints.
It's the mid 30s with left leaning ideals really. Middle income who can afford finance or higher earners. Mommy market. Looking at this gives me Dyson vibes. Maybe they are going to push the non-car angle as well. If they have half a brain I would go down the EV fleet car route for business with a brand split, this wont work for that IMO. But the EV purchase model sits with that better than the private user.
The direction apparently originated internally from the marketing director. It makes sense when you see them and hear their speech at a Virgin awards show recently.
@@ettcha Yeah, the limp-wristed fellow who was wearing a see-through shirt at that meeting explained they had to implement 15 different DEI divisions. Proof there was obviously TONS of love flowing between those departments. 🙄😳🤯
Totally agree ! I'm a graphic designer, and when I first saw the rebranding - on Car Magazine's website - I STILL thought it must be a different Jaguar than the car maker. That's how bad it is.
Many say that Logo ( and rebranding in £millions) could have been done by group of primary school kids and mistake in changing the Logo with strong tie to the brand Jaguar the Cat to a Pink Wokey background of mushy play like Logo.
As a graphic designer you should know how to create a buzz. Does no one other than me know this is marketing genius. There will be a part 2 and everyone (except me) will kick themselves and the marketing team will be immortalised 😂
Easiest way to fix this is for the Marketing team to shoot another ad in the same style, but then during the ad fog starts entering the frame. This turns into smoke, and the actors/models start coughing. The camera pans over and Tom Hardy in a tailored suit is doing a huge burnout in a Jaguar with a meaty V8 soundtrack. Then he looks at the camera, says something cool or fires a shot at competitors like "Why buy a computer when you want a car?" and drives off.
They should fire the entire c-suite ASAP. They have no revenue to defend. The company is just a brand at this point. And you are right, an ad like you described would save face.
Correct! Nail on head. Thankfully, the woke era is pretty much over. Suspect this will be the last horah they have before oblivion, just a shame Jaguar execs stupidly fell for it, they should all be fired along with the marketing department. Until they do a massive re-think, I won’t ver be buying another.
It's not that they're put in charge of branding, it's that they very effectively (and quickly) self-select into HR and creative departments. Those who disagree either leave of stay silent.
@@GeeBeeMike Can you explain why your ideology has driven the management of Jaguar? Do you have insider information or do you just have a feeling that everything is a nail because you want to slam your judgemental hammer on it?
@@GeeBeeMike Not to worry, they will almost certainly be dumped by Tata and the World before much more money is wasted on them. The company has been dying for years and is now in a critical condition and on a terminal path. Any new electric cars it may think of manufacturing for the luxury sector will be in a very competitive environment where there will be very little to distinguish cars from the ordinary brands like Renault and Peugeot/Stelantis from luxury. They will all be stylish, quiet, fast, very well equipped and safe. There will be relatively cheap Chinese cars and all the rest. No engines, no transmissions, nothing to distinguish one electric car from another and there are just not the number of young affluent gender-fluid people around the world that wish to pour money into a severely depreciating electric motor covered by a nicely upholstered tin can.
So, as someone who has worked as an ad agency creative for more than two decades, I would score this idea very similarly to you. I think you're being very slightly generous, actually. My score would be two or three points lower. And, apart from the teaser itself, the visual brand ID is a bad joke. It appears to retain no equity from a very storied past. It's almost criminal. I've ruffled a few feathers over the years warning against tripe like this. That said, I wouldn't totally dismiss the possibility that this is one big troll. The fact that it's a teaser spot, the over-the-top visuals, the vapid copy, and the cliched music could all be clues that the other shoe will drop differently. Of course, it's far more likely that it ends up just as it appears to be here because our present world is totally silly and brands are very confused about strategy and their audiences. In fact, I think Jaguar's entire new positioning strategy (going much farther upmarket, all EVs) is a disaster waiting to happen.
Yup worked in advertising for years myself. No-one would dare take the piss out of woke culture. Sadly the diversity quotas in marketing agencies means that the people they hire either want to keep pushing the woke ideology at every opportunity regardless of what it does to time honoured brands. Either that or they have no other ideas about how to be provocative and get attention showing the complete bankruptcy of creative thinking that diversity quotas produce.
@@croissantconnoisseur6855 Well, I'd like to be able to say that you're right but, according to some released statements yesterday from Jaguar itself, and some other relatively recent reporting, this looks like it's sincere. If they're going to pull the rug out at some point, it will be one of the most elaborate marketing stunts in history. I've seen some truly ludicrous ideas get proposed and even sold. Nothing surprises me. Sometimes the culprit is the client, sometimes it's some deluded agency people. Many awards shows have favored lots of silly crap in recent years that feature some perceived social good instead of actually delivering a compelling message and, you know, actually helping to build brands and sales.
@@croissantconnoisseur6855 Well, I'd like to be able to say that you're right but, according to some statements released yesterday by Jaguar itself, this seems to be sincere. If they're going to pull the rug out at some point, it will be one of the most elaborate marketing stunts in history. I've seen some truly ludicrous ideas get proposed and even sold. Nothing surprises me. Sometimes the culprit is the client, sometimes it's deluded agency people. Many awards shows have favored lots of silly stuff in recent years that feature some perceived social good instead of actually delivering a compelling message and, you know, actually helping to build brands and sales.
John Prescott is a very famous British Politician. He was known as 'Two Jags Prescott" as he had 2 official Jags for his government cars when he was in power. He died yesterday, aged 88. A very bad augury - as the Romans/Greeks would see. Jag is done... Syphilis is 'distinctive'
who cares, big companies are not your friend unless you have money. every company can and will betray you. move on. brand loyalty will more than likely burn you in the ass. the way i see it, if there's a good product, buy it, if that company stops making the good product, buy something else. it's not hard.
The auguries used birds and their actions as methods as divination. As such they had no "professional opinion" on human death. As Jaguar is an Indian company we may consult Brahmans.
First time i saw the Jaguar ad i was imediately put off by the way the people walked out of the box. No style, no gace, no enthusiasm. It was that very instant that destroyed the whole ad. Not to mention i thought Jag sold cars, not clothes.
As a advertising executive and a Mercedes owner (target demographic) nothing about this says "car". Luxury cars should be about either driving excitement, a message of I've made it, or aspirational for those who are moving up. This says none of that. I don't even know who the target demographic is. It's like they said, all those people who actually buy our cars..we don't want them. Let's try to replace them with .001% of the population who probably can't afford our cars anyway. It's like the company had left over money they had to spend, and they already gave up trying to sell cars and are just waiting for the power company to shut off the lights.
Correct on this and Mercedes make beautiful cars (also Buses & Trucks) - hope they won't Ctrl C+V from this Wokey talky nonsense and doomsday re-branding of what was an iconic sports car British brand (Not British now - own by M/Nation of Tata)
Great analysis. First, I appreciate your perspective from a professional marketer standpoint rather than just a casual consumer reaction. Isn't this a car manufacturer? The rebrand didn't show a single vehicle. Whatever reaction they were expecting, there is no way a reasonable person could've expected a positive one. Everything about this rebrand screams desperation and exposes a management team without a sense of direction. They've fallen so low that they are trying to rely on shock value to attract customers, which they seem to think will work? But that goes back to the original criticism: attract them to what? The market they intend to focus on are not the types who are into cars. These types are metropolitan and commute via public transportation. The types who value Jaguar for their brand goodwill (their racing heritage, the British sense of style, and elegance) are completely alienated with the rebranding. The statement being made is that their products can't sell on their own merit and they need to use desperate measures to call attention to themselves. It's disgusting really how they've desecrated their brand.
Jaguar's original strapline used to be 'grace, pace, space'. More recently, they became synonymous with the 'bad guys' in films, including the 007 franchise. I quite liked their strapline 'its good to be bad'. I agree this latest rebrand is a shitshow....
In your opinion whose head should roll? Is it the marketing department who came up with this branding, or the CEO, who approved this branding? With Tata's TCS in place how was this even allowed to happen?
They did; just check their YT channel, Instagram or Facebook; they removed every single post prior to this one. There is NOTHING about cars on any of their pages.
from a marketing point of view they posted a video with disabled comments meaning they knew in advance and expected a negative reaction from the public, how is that marketing ? it's not, it's brand sabotage read my other comment, it's not car related but the female CEO of logitech announcing she wanted to sell a subscription based computer mouse opened my eyes on what is going on in companies currently, she doesn't think it will sell she doesn't care if it sells the consumer market is not her target, what she is selling is the "idea of new revenue/profit" to the board and shareholders, the ones that actually pay HER by giving her ridiculous millions of dollars for "just an idea, if the brand sinks after she gets her money does not matter those people are psychopaths
Jaguar says the new look is inspired by the words of its founder, Sir William Lyons, who once said: 'A Jaguar should be a copy of nothing.' This is a copy of NOTHING. ZIP, NADA!
And yet it's a copy of everything. It's towing the corporate cultural line only they're five years too late for it to be anything other than predictable and annoying and......well sad.
If there was zero brand equity left in the Jaguar brand and they wanted to move to a new market position, why not just retire the Jaguar brand and start again with a brand new brand?
it reminds me of kathleen kennedy's disney/marvel strategy ie you have a loyal fandom in the bank so you can ignore them and focus on expanding into new demographics, and what better than the demographics of your own woke PR firm? "after all we represent progress and the future and soon everybody will be like us!"
I'm still not convinced the Jaguar rebrand isn't an April Fool Joke that accidentally got released a few months early. It looks a bit like one of those ridiculous Pirelli adverts from 40 years ago.
Great analysis! I've worked in marketing for a good while and have lived through a few rebrands. You are probably right that this is a result of an agency offering a generic "fresh" take. The real question is why did it get approved and why no one from the company was able to prevent this? To me this reeks of higher management or even the investors not trusting the in-house team and following the agencie's lead. If you look at Jaguar-Rover sales figures, they have been going down in the last years. It's nothing out of the ordinary and many businesses right now are experiencing a similar trend. Post-pandemic buying habits have changed which hits more luxury brands extra hard. I can imagine the board being utterly disappointed with the in-house team not being able to turn the ship around and go with their own gut feel. After all, the decision reeks of someone not being too well-versed in marketing and quite removed from the target audience of the Jaguar brand.
I think you are absolutely right. I don't blame the agency as it is their job to provide different approaches and it is the job of the Brand Director to provide the right brief and make the right decision
Jag were known for their engineering as much as they were known for design. Also that they appealed to ministers of state, governments, and bank robbers. They managed to be stately and street at the same time, allowing them to market to a broad range of customers, from Lords to the self made man with a regional accent. And now they sell only to .. uh, who? People who remember and still enjoy the marketing campaign for United Colors of Benetton?
This is reminiscent of Infiniti’s original campaign that didn’t show the cars and instead focused on scenes of nature. That was panned at the time but Infiniti survived. This will be interesting to watch play out.
This was brilliant...no one has said a word about Jaguar for years..and now everyone is. AND we are all interested in seeing their new car, whatever it is
I think you are being optimistic. I love Jags, seriously considering something like an XFRS as my next car, would this stop me buying and old jag? Nope. Am I even slightly interested in what the new car is? Nope. I know it's an EV, I know they are pandering to DEI, I know their recent reliability history is a return to the bad old days. They have literally spat in the faces of the traditional Jag buyer and people are becoming a lot less forgiving on this kind of stuff these days.
Personal Take: This feels like watching one of your favourite franchises being dismantled by Disney. Professional Take: To me, this rebrand comes across as the work of people who don’t seem to care about cars, designed for an audience that feels the same way. It transforms the car into a fashion statement-a message directed exclusively outward rather than inward, to the driver. It feels narcissistic, and at the same time utterly devoid of any sense of masculinity or connection to Jaguar’s roots. While I can understand this approach might resonate in the context of luxury EVs in urban environments-for example, as a limited-edition collaboration with a boutique aftermarket brand to elevate an existing model-I believe it’s far too extreme for Jaguar as a manufacturer. In this case, it feels like a betrayal and a complete subversion of the brand’s cherished legacy. It risks squandering decades of heritage and alienating loyal customers in pursuit of a new audience that, frankly, may not even exist. This concept might have been better suited as a sub-brand or an entirely new car brand, rather than a wholesale overhaul of Jaguar itself.
Lexus’ ads leading up to the release of the first cars (the Lexus LS) in 1989 failed. They suggested that the car would have unimaginable luxury but never showed the actual car. It was a disappointment when the car turned out to be like the Acura and Infiniti.
It was Infiniti's ad that featured Japanese landscape and no actual automobile.....Infiniti Q45 failed while Lexus LS flourished.......the the rest is history.
As a marketer and car guy, this is one of the worst advertising investments I’ve ever seen. I assure you that you were not unnecessarily harsh in your judgement…you may have been unnecessarily kind on your holistic score. Jaguar has so many attributes that could have been used and updated - elegance, style, power, performance, beauty, distinctiveness, heritage, “wow’ factor, sound, smell - wasted opportunity. Jaguar needs to shake the notion of being an “old person’s” brand and spotty reliability. Having such old, hard looking talent runs counter to what must be the major perceptual changes to make the cat roar stronger than ever
But they did have a lot to lose in other markets. Add this rebrand to the whole "we are going pure electric", from a company that has a history of making cars with reliability problems or at least the perception of them. Then for good measure add in "We aren't making any cars currently" hiatus they announced a while back and it's almost like they've deliberately set out to kill the company/brand. I have no idea why the heck anyone would want to do that, but it's either that, or they are simply clueless about their target audience. Tata, need to appear to fire the entire senior management team and marketing depts.
grace pace and space used to be jags marketing campaign .... they should have done a rebrand based on those principals instead the tatas and jaguar marketing people are "reimagining" it as if it's a high-end luxury jewelry store which is also a fashion statement to appeal to rich gen z brats that's what's gone wrong with jag this was a great opportunity to build o jags past values while making it more youthful and i would have wanted jag to bring back TWR as an inhouse performance brand where it could to all its racing heritage and pedigree like BMW's m or mercs amg but this rebrand the way it's done its kills me and the 2010 xj was my dream car for many years
I like this video. You actually analyse it from a professional perspective as opposed to the usual blah blah from You Tube. I have seen campaign briefs too and it would indeed be fun to see the one for this. 😂 I own a Jaguar (my second from new, albeit the current one is eight years old) and this ad does not encourage me to buy a third. Your sense of the brand is spot on. Think Inspector Morse. The ad is 10,000 miles away from that. I wonder too if the owners at Tata like this advert!
Like you I can't bring myself to watch it through. My question to you is how do you think this will play outside the UK? It seems to have been created in a bubble. Do you think Tata signed off on this?
Good video! Unsolicited advice, run your audio through some software (Adobe Premiere Pro can do this in minutes) to clean up the background noise. I think you’ll be happy with the result.
For myself , I'm more interested and taken in by the lovely guitar's behind you , if this was a advert for such I'm in , thanks for giving your thoughts to us , ministry of car ❤
Without watching the vid: they are trying to establish a brand as bold and innovative that is actually about refinement, in which the "re-" prefix is a bit telling - seriously, Jaguar not copying? They put out pretty much the identical designs and models for decades and decades on end. "Slow down a bit Jaguar, you're going too fast with how your product changes and how many bold new thoughts and ideas you put into every new iteration" - noone, ever. Except perhaps die-hard jag afficionados when the - SHOCKING - square headlamp XJ came out in the 80s. A mistake soon to corrected, by copying their previous double round headlamp design. And the worst IMO: they proclaim this without associating that change to a specific product - which is due to them trying to get an entirely new electric product line - but instead of actually going for that aspect and how much of an achievement it is for a manifacturer like them to even go that route, they act all cool, like it was nothing - in which case, noone cares, either. It's the kind of arrogance you can display if everyone expects you to succeed. Which isn't exactly Jaguar's position. So I think it's a completely missed chance to say, we do carry over those values and emotional attachment to the cold and faceless electric vehicle world that people have been missing - refinement, proper materials, a human touch. A car that has actual character, is made by grownups for grownups,and isn't some 25 year olds trendy version of a homer-simpson-mobile; not one of those cars that excite you by having eclectic featuresets and use concepts that are new and different, just for the sake of being new and different - instead of feeling just right. So here's Jaguar saying we want led lighting with 25 different patterns of color-change and large touchscreens telling us that it's raining outside, instead of real world quality features because that's just sooo modern. oh and while we're at it, let's include a stupid easteregg hidden in the menu to make the car dance. Basically, now they're copying that crowd like the rest. Which, incidentially, is actually what the people in the ad look like: "I'd like to have the exact same 'boldly individualistic' look as all those people I'm sitting next to". So here's to hoping they are going to resolve that airy nonsense in the next ad, by focussing on their product instead. Have some people in everyday clothing stumble in and look at those models in bewilderment, before driving off in their Jag. End with the slogan "BE FOR REAL".
We've known they were going all electric for a while, is it really a surprise that this is the type of marketing material to follow a change to full electric. What's more surprising is that Cadillac was more subtle in its change to an all electric vehicle lineup.
You are correct on all the points you raise. This could be a terrible brand launch.... Or think about it, could this be a folly to get absolutely everyone talking about Jaguar in the lead up to the 2 December launch with the real brand and concept unveiled then? If this is the case then it has been an extremely low cost way to get huge exposure. If this is the real brand where is the back up marketing? Jaguar obviously have a plan and seem to be operating to a plan and are unwavering in the face of immense pressure globally
After much thinking about it (trying to remove my gearhead self out of the equation)... I believe that they´re going for a Lacoste kind of quirky luxury, with bright colors and young public as target, which reminds me of the marketing used by french cars brands. Even if this is the objective, it doesn´t fit with the brand identity, but maybe they are trying to avoid the high luxury british heritage competition with Bentley and Rolls Royce.
@6:50 Imagine Daewoo's first ad in Germany in 1995. Giant singing lips of a woman and an enticing message that made people curious. One was wondering what the new thing called Daewoo was about - a Korean car maker. @7:57 Outrage marketing might be distinctive, too.
I agree. It depends on the objective and what your brand is. In Daewoos case they needed to create awareness of an unknown brand quickly. So there is a case for something more distinctive
Without the product being revealed and, more importantly, experienced by consumers , should a song and dance (advertising) about a new logo be called "Rebranding", or "Re-MarkComm-ing" ? Context - Apple has not changed its logo for decades, and Tesla does not even advertise. They focus only on ensuring their Value Equation (Product and Price - the first 2 P's of Marketing) relevant for consumers as tech changes. That's the approach to Branding (The Walk) , and not MarkCom (The Talk) , that makes them benchmark brands today.
It’s funny, that of all the pictures you used, only one (F-Type R) is from the recent history - and lots of people love Jaguar, but no one buys one!!! So the brand equity is arguably not valuable. Also, the impact that this has made, with a lot of its existing target audience viewing Jaguar as an ‘old mans car’, which is not valuable. The 1st stage of this has everyone up in arm, but boy does it generate publicity, especially in the UK
"Any publicity is good publicity" is pretty dubious. That's why comms crisis management teams exist. I have a close relative who witnessed first hand the Gillette debacle. They'd better have an absolutely stunning, incomparable product in the works because they're planning on going upmarket. Jaguar has referenced fashion houses and brands like Louis Vuitton. I have serious doubts that this rebranding, which is nearly a new brand, will find enough customers who can afford their new cars and will choose them over some very established, tough competition. To your point, a rebrand was in order. But probably not this one.
@@ApexRadius Remember, we are more than 12 months y from actually being able to buy a car! They needed something to announce and now EVERYONE will be looking at the Miami Art Fair on 2nd December to see the concept and design language. Many people have spoken about product and 'grace, space and pace' has always been the tagline. The problem can be traced back to Ford's ownership and the American centric view of the world "people want traditional Jags" and actually, Jaguar made it's name by being EXTREMELY 'avant garde' in the 1950s and 60s, when their reputation was built - but that was 60 - 70 years ago!!!! So it is, let's just tear this up!!!
@@09juliancarr I know the history, so I know where the brand has been. No one is saying that it couldn't benefit from a refresh/modernization or something adventurous. But it needs to fit. The problem is that this rebrand/repositioning is not (so far) truly original or avant garde. It comes from the same tired, faux-artiste, identity-obsessed playbook. It almost gives the impression of a parody. And, so far, it also gives the impression of being irrelevant. One of the biggest ad agency tropes I've seen is some kind of art tie-in. So, not particularly bold or original in that regard, either. We'll see if it works. Not sure how far upmarket they're aiming but if they're trying to find enough younger highly affluent buyers for $100-200+K EVs, well, good luck. And, yikes, they've bet big on the US but totally misread the cultural currents. Gen-X, older Millennials, and even a large portion of Gen-Z generally dislike this stuff. Sounds like Jag's marketers have been locked in their own bubble for four years. The concept in Miami better be damned spectacular. If it's anything short of that, the public/internet will roast them mercilessly. And, I'm sorry, I don't think a rebrand means you walk away from nearly the entire heritage. That's a paradox. Surely there's still significant positive brand equity left in Jaguar. If there wasn't why bother trying to save it? Why even use the name? I'm not even convinced that the old brand is the primary issue. The cars and owners' experiences weren't consistently good enough. Maybe a smart brand update to signal change, improved and beautifully designed product, and a clever effort to relaunch, and Jag's back in the game.
@ completely agree that product was not clear. Jaguar have not invested in product for a long time and when they did, they threw it away (i-Pace). My 80 yo father drives an XE and he loves it and it is a superb car to drive (far better than an Audi for example) but is absolutely tiny (I have a tall friend who only ‘just’ fits! They have been reusing cut down or chopped chassis and engines for a long time. I think that you are correct that it ultimately needs a clear vision of what it stands for - this is not it - although it IS challenging and does get everyone talking. Counting down the days until Dec 2nd
Thank you for being brutally honest with your take as a marketer, but it doesn't take an expert to see how Jaguar's marketing team f'ed up. They can still save Jaguar if they swallow their pride and admit this early stage with some damage control and rebrand the rebrand, or if it's not broken, don't fix it in the first place. Just focus then on the products itself.
I think of Jaguar as a person who worked their way to perfect grades and the top ranks of the university rowing team, then became a heart surgeon or c-suite executive and at age 35 takes great pride that their marathon times are usually better than most 23-year-olds. There's plenty of other valid interpretations of the brand, but nothing about this ad aligns with any of them.
Something which seems to've been overshadowed by the advertisment, is Jaguar announcing they're now fully electric. Perhaps this aspect ties-in more with the rebrand, but I rather think it'll simply hasten the marque's demise.
I can understand Jaguar's desire to break into the demographic typically held by Tesla for example. But to do it at the risk of alienating their core customer base is not the way to do it. Also, high concept ads can work; see Apple 1984, or maybe even Sony Bravia's ads. But in my eyes, while creating attention, I don't think it will lead to sales within that demo.
The first commitment a commercial should have, is to sell you the lifestyle you will experience once the item is bought. What lifestyle are they trying to sell here?
I bet that was the 'hook' of a much larger campaign. And everyone fell for it. Waiting with popcorn, how they are going to scale their idea, which will definitely end up with a lot of apologies from various CMOs and Creative Directors. (Oh, and a small prediction. It will win every Lion award at Cannes, next year). Let's see...
Hlo sir i am a recent graduate who wants to get into marketing. I am interested in creating ad campaigns and product package designs. What should i do to enter and progress in this industry so i don't end up like whoever made this jaguar ad?
Well, that New Font on logo looks like something Jaguar the bathroom fitment company use and the actual ad looks like something Sony would use for a Bravia Ad. I'm Confused. They said "What if we cant re-invent the wheel.......lets destroy the biggest use of the wheel then"
Check out Sony's launch of Concord recently, which I think displays some of the same failings. I'd love to see you do an analysis of it. It was a mass market online arena game that cost $400m develop and was cancelled within days of launch. It was supposed to be modern and contemporary, but just as the models in the Jaguar ad were colourful but shapeless and characterless, so were the character models for Concord. They were diverse to the point of being entirely generic, avoided 'conventional attractiveness' to the point of edging into the grotesque, with no individual energy or expressive personality just as the Jag models were expressionless. Hardly exuberant. Game play was slow and plodding. Total disaster.
Well, considering how much free coverage the rebrand has generated, I suspect it has been an unqualified success! The last rebrand that I recall creating such a fuss was British Airways when they painted the tails different patterns.
“I hope I haven’t been too unkind”. My friend, you were wwaayyyy too diplomatic and restrained. Had I sat with the committee that was tasked to evaluate this pile of manure, I would have used a flamethrower. But thank you for your balanced analysis.
Let's see how the concept car launch goes. Aston Martin are in very rude health and on a roll at the moment. I do hope Jaguar can follow suit - but basically starting again/from scratch, that is a huge ask. This advertising campaign is truly appaling.
Surely this could end up in big copensation claims for depreciation on peoples jaguar cars . Look at the dpf claims in the ads for jaguar cars going through the courts as we speak this has to be an even bigger claim in this situation for the jaguar motor compensation for the losses could be huge....
Its going to devalue the cars. I am already hearing of people looking at selling their Jaguar cars- one chap has 12 of them he wants to sell. As an owner of two Jaguars - I feel a complete disconnect over this campaign. I don't want the car that I drive to be associated with this. I am a 58 year old white male - and am now thinking of getting a Volvo and an Aston Martin.
One hopes Jaguar is not so stubborn that it doesn’t withdraw this shyte campaign, heading off near certain doom, which might be nonetheless already imminent for other reasons
This ad will turn into a business case study on how to utterly destroy an established brand in 30 seconds.
I suspect you're absolutely right
If they do that 5-8 years ago, that might have not been such a disaster. But now, when the tide is turning on both alphabet agenda and electric religion, that 30 seconds is the most colorful suicide note I've seen in my life.
Agreed. The Jaguar rebrand along with Budlight will both be in the marketing textbooks under ‘how not to do marketing’.
Yup . The next chapter in that book would be Elon killing Tesla with politics for no reason.
Thats the plan.! They hate the old guard for rejecting the shite they like to call sports cars.
Jaguar looked at bud light and said: hold my beer.
Haha
Croc skin. Buttercream
yeah, the most epic fail in the exercise of "reading the room" I've seen this year.
Jaguar: Hols my dildo
@@banjomactavishWhat size is the waist, let’s go in.
A new chapter for Jaguar. Chapter 11.
hahaha
LOL Comment if the year
It’s the new Jaguar Zoolander 4x4 EV. Made from Blue Steel. Runs on rainbows. Available in Transparent only as (not) seen in the advert.
too bad it can’t turn left
By far this is the best comment. lol
@@VertigoGTI Comes with ground breaking patented AT (AmbiTurn) technology as standard.
"Who should we advertise out luxury brand to?"
"Young people with student debt."
The thing is that even if that was the objective, the campaign still falls short
Young people with student debt that hates cars and never leave their apartments.
@@DioTheGreatOne and they have to be non-binary. Or at least unsure about their sexuality.
Genderfreaks that couldn’t tell you what a woman is and definitely couldn’t afford your car(s). The Climategoons splattering museum painting and monuments with toxic paints.
It's the mid 30s with left leaning ideals really. Middle income who can afford finance or higher earners. Mommy market. Looking at this gives me Dyson vibes. Maybe they are going to push the non-car angle as well. If they have half a brain I would go down the EV fleet car route for business with a brand split, this wont work for that IMO. But the EV purchase model sits with that better than the private user.
They got the guys who did the olympics opening ceremony to do the rebrand.
Clearly
I think I saw King Charles peeping out of an "Eyes Wide Shut" mask in the background.
The direction apparently originated internally from the marketing director. It makes sense when you see them and hear their speech at a Virgin awards show recently.
@@ettcha
Yeah, the limp-wristed fellow who was wearing a see-through shirt at that meeting explained they had to implement 15 different DEI divisions. Proof there was obviously TONS of love flowing between those departments.
🙄😳🤯
@@ettchaCan you Link? I’m really curious
Totally agree ! I'm a graphic designer, and when I first saw the rebranding - on Car Magazine's website - I STILL thought it must be a different Jaguar than the car maker. That's how bad it is.
Many say that Logo ( and rebranding in £millions) could have been done by group of primary school kids and mistake in changing the Logo with strong tie to the brand Jaguar the Cat to a Pink Wokey background of mushy play like Logo.
Graphic designer, also. I don't know how this made it past corporate. Where are the f*ckin cars??
@@smarmar400 New one teased after the brand reveal. Need to be something special after this !
As a graphic designer you should know how to create a buzz. Does no one other than me know this is marketing genius. There will be a part 2 and everyone (except me) will kick themselves and the marketing team will be immortalised 😂
@@djh6970 They certainly have my attention !
Easiest way to fix this is for the Marketing team to shoot another ad in the same style, but then during the ad fog starts entering the frame. This turns into smoke, and the actors/models start coughing. The camera pans over and Tom Hardy in a tailored suit is doing a huge burnout in a Jaguar with a meaty V8 soundtrack. Then he looks at the camera, says something cool or fires a shot at competitors like "Why buy a computer when you want a car?" and drives off.
what
This would be brilliant!
Jaguar is only making EV cars going forward, so why would they go in this marketing direction?
They should fire the entire c-suite ASAP. They have no revenue to defend. The company is just a brand at this point. And you are right, an ad like you described would save face.
@@philipdupont2308 an ad like OP described would also be marketing suicide.
This was not about Jaguar at all really. This was about expressing a certain ideology. It’s what happens when you put activists in charge of branding.
Correct! Nail on head.
Thankfully, the woke era is pretty much over. Suspect this will be the last horah they have before oblivion, just a shame Jaguar execs stupidly fell for it, they should all be fired along with the marketing department.
Until they do a massive re-think, I won’t ver be buying another.
It's not that they're put in charge of branding, it's that they very effectively (and quickly) self-select into HR and creative departments. Those who disagree either leave of stay silent.
Correct and now I will sit back and watch the flames rise.
@@GeeBeeMike Can you explain why your ideology has driven the management of Jaguar? Do you have insider information or do you just have a feeling that everything is a nail because you want to slam your judgemental hammer on it?
@@GeeBeeMike Not to worry, they will almost certainly be dumped by Tata and the World before much more money is wasted on them. The company has been dying for years and is now in a critical condition and on a terminal path. Any new electric cars it may think of manufacturing for the luxury sector will be in a very competitive environment where there will be very little to distinguish cars from the ordinary brands like Renault and Peugeot/Stelantis from luxury. They will all be stylish, quiet, fast, very well equipped and safe. There will be relatively cheap Chinese cars and all the rest. No engines, no transmissions, nothing to distinguish one electric car from another and there are just not the number of young affluent gender-fluid people around the world that wish to pour money into a severely depreciating electric motor covered by a nicely upholstered tin can.
The ad that killed John Prescott 😢
😂
Hahahaha
So, as someone who has worked as an ad agency creative for more than two decades, I would score this idea very similarly to you. I think you're being very slightly generous, actually. My score would be two or three points lower. And, apart from the teaser itself, the visual brand ID is a bad joke. It appears to retain no equity from a very storied past. It's almost criminal.
I've ruffled a few feathers over the years warning against tripe like this. That said, I wouldn't totally dismiss the possibility that this is one big troll. The fact that it's a teaser spot, the over-the-top visuals, the vapid copy, and the cliched music could all be clues that the other shoe will drop differently.
Of course, it's far more likely that it ends up just as it appears to be here because our present world is totally silly and brands are very confused about strategy and their audiences. In fact, I think Jaguar's entire new positioning strategy (going much farther upmarket, all EVs) is a disaster waiting to happen.
It has to be a troll campaign. It's to on the nose. They want engagement. No matter the cost.
Yup worked in advertising for years myself. No-one would dare take the piss out of woke culture. Sadly the diversity quotas in marketing agencies means that the people they hire either want to keep pushing the woke ideology at every opportunity regardless of what it does to time honoured brands. Either that or they have no other ideas about how to be provocative and get attention showing the complete bankruptcy of creative thinking that diversity quotas produce.
@@croissantconnoisseur6855 Well, I'd like to be able to say that you're right but, according to some released statements yesterday from Jaguar itself, and some other relatively recent reporting, this looks like it's sincere. If they're going to pull the rug out at some point, it will be one of the most elaborate marketing stunts in history.
I've seen some truly ludicrous ideas get proposed and even sold. Nothing surprises me. Sometimes the culprit is the client, sometimes it's some deluded agency people. Many awards shows have favored lots of silly crap in recent years that feature some perceived social good instead of actually delivering a compelling message and, you know, actually helping to build brands and sales.
@@croissantconnoisseur6855 Well, I'd like to be able to say that you're right but, according to some statements released yesterday by Jaguar itself, this seems to be sincere. If they're going to pull the rug out at some point, it will be one of the most elaborate marketing stunts in history.
I've seen some truly ludicrous ideas get proposed and even sold. Nothing surprises me. Sometimes the culprit is the client, sometimes it's deluded agency people. Many awards shows have favored lots of silly stuff in recent years that feature some perceived social good instead of actually delivering a compelling message and, you know, actually helping to build brands and sales.
John Prescott is a very famous British Politician. He was known as 'Two Jags Prescott" as he had 2 official Jags for his government cars when he was in power. He died yesterday, aged 88. A very bad augury - as the Romans/Greeks would see. Jag is done... Syphilis is 'distinctive'
who cares, big companies are not your friend unless you have money. every company can and will betray you. move on. brand loyalty will more than likely burn you in the ass. the way i see it, if there's a good product, buy it, if that company stops making the good product, buy something else. it's not hard.
The auguries used birds and their actions as methods as divination. As such they had no "professional opinion" on human death. As Jaguar is an Indian company we may consult Brahmans.
First time i saw the Jaguar ad i was imediately put off by the way the people walked out of the box. No style, no gace, no enthusiasm. It was that very instant that destroyed the whole ad. Not to mention i thought Jag sold cars, not clothes.
As a advertising executive and a Mercedes owner (target demographic) nothing about this says "car". Luxury cars should be about either driving excitement, a message of I've made it, or aspirational for those who are moving up. This says none of that. I don't even know who the target demographic is. It's like they said, all those people who actually buy our cars..we don't want them. Let's try to replace them with .001% of the population who probably can't afford our cars anyway. It's like the company had left over money they had to spend, and they already gave up trying to sell cars and are just waiting for the power company to shut off the lights.
Correct on this and Mercedes make beautiful cars (also Buses & Trucks) - hope they won't Ctrl C+V from this Wokey talky nonsense and doomsday re-branding of what was an iconic sports car British brand (Not British now - own by M/Nation of Tata)
They are targeting people who can't afford a Jaguar.
I thought it was an ad for Zoolander III
As a long time fan of both cars and advertising I found this campaign genuinely shocking.
As a petrolhead and marketer too, I just want to know the target audience.
It’s the No-Buyany customer!
Their market is EV owners...
Those with deranged reactions to Trump presidency will love the new JaaaaG
people who can't afford their cars...........they are literally that stupid
noone. literally no one.
Great analysis. First, I appreciate your perspective from a professional marketer standpoint rather than just a casual consumer reaction.
Isn't this a car manufacturer? The rebrand didn't show a single vehicle. Whatever reaction they were expecting, there is no way a reasonable person could've expected a positive one. Everything about this rebrand screams desperation and exposes a management team without a sense of direction. They've fallen so low that they are trying to rely on shock value to attract customers, which they seem to think will work? But that goes back to the original criticism: attract them to what? The market they intend to focus on are not the types who are into cars. These types are metropolitan and commute via public transportation. The types who value Jaguar for their brand goodwill (their racing heritage, the British sense of style, and elegance) are completely alienated with the rebranding. The statement being made is that their products can't sell on their own merit and they need to use desperate measures to call attention to themselves. It's disgusting really how they've desecrated their brand.
Does anyone remember the first Infinity ads showing rocks & water, but no car?
Jaguar's original strapline used to be 'grace, pace, space'. More recently, they became synonymous with the 'bad guys' in films, including the 007 franchise. I quite liked their strapline 'its good to be bad'. I agree this latest rebrand is a shitshow....
A truly accurate diagnosis that could be etched into a jaguar headstone. RIP Jaguar, the cat is dead!
not a big fan of the rebrand either but looking at your intro i am not sure if you should give advice on branding.
I’d like to see the briefing document submitted to the marketing agency. What did Jaguar ask of them?
In your opinion whose head should roll? Is it the marketing department who came up with this branding, or the CEO, who approved this branding? With Tata's TCS in place how was this even allowed to happen?
Are they saying previous Jaguars were 'Ordinary'? delete the past?
They did; just check their YT channel, Instagram or Facebook; they removed every single post prior to this one. There is NOTHING about cars on any of their pages.
@koberko so if you're trans you now have a car brand so long as you have £80k to spend on a car
@@nigeltrueman6101 if i was trans and i had £80k to spend on a car, i'd just buy a honda nsx
from a marketing point of view they posted a video with disabled comments meaning they knew in advance and expected a negative reaction from the public, how is that marketing ? it's not, it's brand sabotage read my other comment, it's not car related but the female CEO of logitech announcing she wanted to sell a subscription based computer mouse opened my eyes on what is going on in companies currently, she doesn't think it will sell she doesn't care if it sells the consumer market is not her target, what she is selling is the "idea of new revenue/profit" to the board and shareholders, the ones that actually pay HER by giving her ridiculous millions of dollars for "just an idea, if the brand sinks after she gets her money does not matter those people are psychopaths
If part of their objective was to get people talking about Jaguar they certainly achieved it!
Jaguar says the new look is inspired by the words of its founder, Sir William Lyons, who once said: 'A Jaguar should be a copy of nothing.' This is a copy of NOTHING. ZIP, NADA!
It copied the Paris Olympics
And yet it's a copy of everything. It's towing the corporate cultural line only they're five years too late for it to be anything other than predictable and annoying and......well sad.
If there was zero brand equity left in the Jaguar brand and they wanted to move to a new market position, why not just retire the Jaguar brand and start again with a brand new brand?
Jaguar when from endangered to extinct in less time than their older masterpieces went from 0 to 60
it reminds me of kathleen kennedy's disney/marvel strategy ie you have a loyal fandom in the bank so you can ignore them and focus on expanding into new demographics, and what better than the demographics of your own woke PR firm? "after all we represent progress and the future and soon everybody will be like us!"
Is the force still female lol?
I'm still not convinced the Jaguar rebrand isn't an April Fool Joke that accidentally got released a few months early. It looks a bit like one of those ridiculous Pirelli adverts from 40 years ago.
That would be a brilliant play on their part.
Great analysis! I've worked in marketing for a good while and have lived through a few rebrands. You are probably right that this is a result of an agency offering a generic "fresh" take. The real question is why did it get approved and why no one from the company was able to prevent this? To me this reeks of higher management or even the investors not trusting the in-house team and following the agencie's lead. If you look at Jaguar-Rover sales figures, they have been going down in the last years. It's nothing out of the ordinary and many businesses right now are experiencing a similar trend. Post-pandemic buying habits have changed which hits more luxury brands extra hard. I can imagine the board being utterly disappointed with the in-house team not being able to turn the ship around and go with their own gut feel. After all, the decision reeks of someone not being too well-versed in marketing and quite removed from the target audience of the Jaguar brand.
I think you are absolutely right. I don't blame the agency as it is their job to provide different approaches and it is the job of the Brand Director to provide the right brief and make the right decision
Jaguar just proved a point GO WOKE GO BROKE
It was going broke already, and decided to go woke.
That point was made long, long ago.
Mistaking a world view with consumerism.
Jag were known for their engineering as much as they were known for design.
Also that they appealed to ministers of state, governments, and bank robbers. They managed to be stately and street at the same time, allowing them to market to a broad range of customers, from Lords to the self made man with a regional accent.
And now they sell only to .. uh, who? People who remember and still enjoy the marketing campaign for United Colors of Benetton?
Introducing the Faguar LGBTQ Type 😂
Draguar.
@@g.w.7893 Sort of, but Roadkill already did a GREAT Draguar ... Search for it on YT.
Honestly I thought it was an H&M advert. Jags have only ever been bought by dudes in their 50's whose favourite films are The Great Escape and Zulu.
This is reminiscent of Infiniti’s original campaign that didn’t show the cars and instead focused on scenes of nature. That was panned at the time but Infiniti survived. This will be interesting to watch play out.
"As a petrolhead it offends me, but as a branding expert it offends me even more"
I spit out my tea after that intro :D
This was brilliant...no one has said a word about Jaguar for years..and now everyone is. AND we are all interested in seeing their new car, whatever it is
I think you are being optimistic. I love Jags, seriously considering something like an XFRS as my next car, would this stop me buying and old jag? Nope.
Am I even slightly interested in what the new car is? Nope. I know it's an EV, I know they are pandering to DEI, I know their recent reliability history is a return to the bad old days.
They have literally spat in the faces of the traditional Jag buyer and people are becoming a lot less forgiving on this kind of stuff these days.
Skittles should parody this ad 😅
Personal Take:
This feels like watching one of your favourite franchises being dismantled by Disney.
Professional Take:
To me, this rebrand comes across as the work of people who don’t seem to care about cars, designed for an audience that feels the same way. It transforms the car into a fashion statement-a message directed exclusively outward rather than inward, to the driver. It feels narcissistic, and at the same time utterly devoid of any sense of masculinity or connection to Jaguar’s roots.
While I can understand this approach might resonate in the context of luxury EVs in urban environments-for example, as a limited-edition collaboration with a boutique aftermarket brand to elevate an existing model-I believe it’s far too extreme for Jaguar as a manufacturer. In this case, it feels like a betrayal and a complete subversion of the brand’s cherished legacy. It risks squandering decades of heritage and alienating loyal customers in pursuit of a new audience that, frankly, may not even exist.
This concept might have been better suited as a sub-brand or an entirely new car brand, rather than a wholesale overhaul of Jaguar itself.
Lexus’ ads leading up to the release of the first cars (the Lexus LS) in 1989 failed. They suggested that the car would have unimaginable luxury but never showed the actual car. It was a disappointment when the car turned out to be like the Acura and Infiniti.
Interesting. I need to examine them. What I remember more is the champagne glasses ad which I thought was quite good
That ad was good.
It was Infiniti's ad that featured Japanese landscape and no actual automobile.....Infiniti Q45 failed while Lexus LS flourished.......the the rest is history.
As a marketer and car guy, this is one of the worst advertising investments I’ve ever seen. I assure you that you were not unnecessarily harsh in your judgement…you may have been unnecessarily kind on your holistic score. Jaguar has so many attributes that could have been used and updated - elegance, style, power, performance, beauty, distinctiveness, heritage, “wow’ factor, sound, smell - wasted opportunity. Jaguar needs to shake the notion of being an “old person’s” brand and spotty reliability. Having such old, hard looking talent runs counter to what must be the major perceptual changes to make the cat roar stronger than ever
102 years of fantastic history and brand flushed down the toilet in one 2 minute advert. 😂
Jaguar is all but extinct here in the US. Havent seen one on the road in probably the last 7 yrs. Jaguar has nothing to loose at this point.
But they did have a lot to lose in other markets.
Add this rebrand to the whole "we are going pure electric", from a company that has a history of making cars with reliability problems or at least the perception of them.
Then for good measure add in "We aren't making any cars currently" hiatus they announced a while back and it's almost like they've deliberately set out to kill the company/brand.
I have no idea why the heck anyone would want to do that, but it's either that, or they are simply clueless about their target audience.
Tata, need to appear to fire the entire senior management team and marketing depts.
grace pace and space used to be jags marketing campaign .... they should have done a rebrand based on those principals instead the tatas and jaguar marketing people are "reimagining" it as if it's a high-end luxury jewelry store which is also a fashion statement to appeal to rich gen z brats that's what's gone wrong with jag
this was a great opportunity to build o jags past values while making it more youthful and i would have wanted jag to bring back TWR as an inhouse performance brand where it could to all its racing heritage and pedigree like BMW's m or mercs amg but this rebrand the way it's done its kills me and the 2010 xj was my dream car for many years
I like this video. You actually analyse it from a professional perspective as opposed to the usual blah blah from You Tube. I have seen campaign briefs too and it would indeed be fun to see the one for this. 😂
I own a Jaguar (my second from new, albeit the current one is eight years old) and this ad does not encourage me to buy a third. Your sense of the brand is spot on. Think Inspector Morse. The ad is 10,000 miles away from that. I wonder too if the owners at Tata like this advert!
Many say not many like this video - what has all this ^%^^%^% gotta to do with car/s produced by a car manufacturer ?
Like you I can't bring myself to watch it through. My question to you is how do you think this will play outside the UK? It seems to have been created in a bubble. Do you think Tata signed off on this?
Good video! Unsolicited advice, run your audio through some software (Adobe Premiere Pro can do this in minutes) to clean up the background noise. I think you’ll be happy with the result.
For myself , I'm more interested and taken in by the lovely guitar's behind you , if this was a advert for such I'm in , thanks for giving your thoughts to us , ministry of car ❤
Haha you can check out the Ministry of Guitar TH-cam channel if you want to know more about the guitars
Great points - I go further into the industry perspective in my video on the subject. Thanks for this!
If this is the new rebrand and by all accounts it appears to be, what can we expect of the new product line?
Without watching the vid: they are trying to establish a brand as bold and innovative that is actually about refinement, in which the "re-" prefix is a bit telling - seriously, Jaguar not copying? They put out pretty much the identical designs and models for decades and decades on end. "Slow down a bit Jaguar, you're going too fast with how your product changes and how many bold new thoughts and ideas you put into every new iteration" - noone, ever. Except perhaps die-hard jag afficionados when the - SHOCKING - square headlamp XJ came out in the 80s. A mistake soon to corrected, by copying their previous double round headlamp design.
And the worst IMO: they proclaim this without associating that change to a specific product - which is due to them trying to get an entirely new electric product line - but instead of actually going for that aspect and how much of an achievement it is for a manifacturer like them to even go that route, they act all cool, like it was nothing - in which case, noone cares, either. It's the kind of arrogance you can display if everyone expects you to succeed. Which isn't exactly Jaguar's position.
So I think it's a completely missed chance to say, we do carry over those values and emotional attachment to the cold and faceless electric vehicle world that people have been missing - refinement, proper materials, a human touch. A car that has actual character, is made by grownups for grownups,and isn't some 25 year olds trendy version of a homer-simpson-mobile; not one of those cars that excite you by having eclectic featuresets and use concepts that are new and different, just for the sake of being new and different - instead of feeling just right. So here's Jaguar saying we want led lighting with 25 different patterns of color-change and large touchscreens telling us that it's raining outside, instead of real world quality features because that's just sooo modern. oh and while we're at it, let's include a stupid easteregg hidden in the menu to make the car dance. Basically, now they're copying that crowd like the rest. Which, incidentially, is actually what the people in the ad look like: "I'd like to have the exact same 'boldly individualistic' look as all those people I'm sitting next to". So here's to hoping they are going to resolve that airy nonsense in the next ad, by focussing on their product instead. Have some people in everyday clothing stumble in and look at those models in bewilderment, before driving off in their Jag. End with the slogan "BE FOR REAL".
We've known they were going all electric for a while, is it really a surprise that this is the type of marketing material to follow a change to full electric. What's more surprising is that Cadillac was more subtle in its change to an all electric vehicle lineup.
somebody in marketing watched too much teletubbies.
You are correct on all the points you raise. This could be a terrible brand launch.... Or think about it, could this be a folly to get absolutely everyone talking about Jaguar in the lead up to the 2 December launch with the real brand and concept unveiled then? If this is the case then it has been an extremely low cost way to get huge exposure. If this is the real brand where is the back up marketing? Jaguar obviously have a plan and seem to be operating to a plan and are unwavering in the face of immense pressure globally
After much thinking about it (trying to remove my gearhead self out of the equation)... I believe that they´re going for a Lacoste kind of quirky luxury, with bright colors and young public as target, which reminds me of the marketing used by french cars brands. Even if this is the objective, it doesn´t fit with the brand identity, but maybe they are trying to avoid the high luxury british heritage competition with Bentley and Rolls Royce.
Remember when the jaguar name was synonymous with motor racing and great engineering?
@6:50 Imagine Daewoo's first ad in Germany in 1995. Giant singing lips of a woman and an enticing message that made people curious. One was wondering what the new thing called Daewoo was about - a Korean car maker.
@7:57 Outrage marketing might be distinctive, too.
I agree. It depends on the objective and what your brand is. In Daewoos case they needed to create awareness of an unknown brand quickly. So there is a case for something more distinctive
That maybe but Daewoo is out of business now
I want too see where this is going, it’s a very bold step.
Without the product being revealed and, more importantly, experienced by consumers , should a song and dance (advertising) about a new logo be called "Rebranding", or "Re-MarkComm-ing" ? Context - Apple has not changed its logo for decades, and Tesla does not even advertise. They focus only on ensuring their Value Equation (Product and Price - the first 2 P's of Marketing) relevant for consumers as tech changes. That's the approach to Branding (The Walk) , and not MarkCom (The Talk) , that makes them benchmark brands today.
apple has changed their logo many times, it's just so subtle you apparently didn't notice.
Elon is constantly selling dream castles and making a big show about T.
Copy nothing, except for the same ad that various gigahuge fashion companies have been using for the last decade or so.
It’s funny, that of all the pictures you used, only one (F-Type R) is from the recent history - and lots of people love Jaguar, but no one buys one!!! So the brand equity is arguably not valuable. Also, the impact that this has made, with a lot of its existing target audience viewing Jaguar as an ‘old mans car’, which is not valuable. The 1st stage of this has everyone up in arm, but boy does it generate publicity, especially in the UK
"Any publicity is good publicity" is pretty dubious. That's why comms crisis management teams exist. I have a close relative who witnessed first hand the Gillette debacle. They'd better have an absolutely stunning, incomparable product in the works because they're planning on going upmarket. Jaguar has referenced fashion houses and brands like Louis Vuitton. I have serious doubts that this rebranding, which is nearly a new brand, will find enough customers who can afford their new cars and will choose them over some very established, tough competition.
To your point, a rebrand was in order. But probably not this one.
@@ApexRadius Remember, we are more than 12 months y from actually being able to buy a car! They needed something to announce and now EVERYONE will be looking at the Miami Art Fair on 2nd December to see the concept and design language. Many people have spoken about product and 'grace, space and pace' has always been the tagline. The problem can be traced back to Ford's ownership and the American centric view of the world "people want traditional Jags" and actually, Jaguar made it's name by being EXTREMELY 'avant garde' in the 1950s and 60s, when their reputation was built - but that was 60 - 70 years ago!!!! So it is, let's just tear this up!!!
@@09juliancarr I know the history, so I know where the brand has been. No one is saying that it couldn't benefit from a refresh/modernization or something adventurous. But it needs to fit. The problem is that this rebrand/repositioning is not (so far) truly original or avant garde. It comes from the same tired, faux-artiste, identity-obsessed playbook. It almost gives the impression of a parody. And, so far, it also gives the impression of being irrelevant.
One of the biggest ad agency tropes I've seen is some kind of art tie-in. So, not particularly bold or original in that regard, either. We'll see if it works.
Not sure how far upmarket they're aiming but if they're trying to find enough younger highly affluent buyers for $100-200+K EVs, well, good luck. And, yikes, they've bet big on the US but totally misread the cultural currents. Gen-X, older Millennials, and even a large portion of Gen-Z generally dislike this stuff. Sounds like Jag's marketers have been locked in their own bubble for four years.
The concept in Miami better be damned spectacular. If it's anything short of that, the public/internet will roast them mercilessly.
And, I'm sorry, I don't think a rebrand means you walk away from nearly the entire heritage. That's a paradox. Surely there's still significant positive brand equity left in Jaguar. If there wasn't why bother trying to save it? Why even use the name?
I'm not even convinced that the old brand is the primary issue. The cars and owners' experiences weren't consistently good enough. Maybe a smart brand update to signal change, improved and beautifully designed product, and a clever effort to relaunch, and Jag's back in the game.
@ completely agree that product was not clear. Jaguar have not invested in product for a long time and when they did, they threw it away (i-Pace). My 80 yo father drives an XE and he loves it and it is a superb car to drive (far better than an Audi for example) but is absolutely tiny (I have a tall friend who only ‘just’ fits! They have been reusing cut down or chopped chassis and engines for a long time. I think that you are correct that it ultimately needs a clear vision of what it stands for - this is not it - although it IS challenging and does get everyone talking. Counting down the days until Dec 2nd
Thank you for being brutally honest with your take as a marketer, but it doesn't take an expert to see how Jaguar's marketing team f'ed up. They can still save Jaguar if they swallow their pride and admit this early stage with some damage control and rebrand the rebrand, or if it's not broken, don't fix it in the first place. Just focus then on the products itself.
As a senior graphic designer , the mkt team is unexperienced, where is the car?
I think of Jaguar as a person who worked their way to perfect grades and the top ranks of the university rowing team, then became a heart surgeon or c-suite executive and at age 35 takes great pride that their marathon times are usually better than most 23-year-olds. There's plenty of other valid interpretations of the brand, but nothing about this ad aligns with any of them.
Bro. That intro. Love it. 💪💪💪💪💪💪
Something which seems to've been overshadowed by the advertisment, is Jaguar announcing they're now fully electric. Perhaps this aspect ties-in more with the rebrand, but I rather think it'll simply hasten the marque's demise.
This add is a great success 🎉 It has a lot of people taking about Jaguar!
I can understand Jaguar's desire to break into the demographic typically held by Tesla for example. But to do it at the risk of alienating their core customer base is not the way to do it. Also, high concept ads can work; see Apple 1984, or maybe even Sony Bravia's ads. But in my eyes, while creating attention, I don't think it will lead to sales within that demo.
The first commitment a commercial should have, is to sell you the lifestyle you will experience once the item is bought.
What lifestyle are they trying to sell here?
Thanks for a quite interesting and insightful video. It was very well thought out. I agree with thoughts impressions.
Was wondering about your opinion on this. I’ll get myself a coffee and listen. Brb
I bet that was the 'hook' of a much larger campaign. And everyone fell for it. Waiting with popcorn, how they are going to scale their idea, which will definitely end up with a lot of apologies from various CMOs and Creative Directors. (Oh, and a small prediction. It will win every Lion award at Cannes, next year). Let's see...
I would like to see any of those people in the ad walking into a jag dealership
Great analysis from someone who clearly has experience 👍
Hlo sir i am a recent graduate who wants to get into marketing. I am interested in creating ad campaigns and product package designs. What should i do to enter and progress in this industry so i don't end up like whoever made this jaguar ad?
If I may add, what’s the target market of the rebrand? Queer-identifying 30-somethings? I don’t think it’s a very wise targeting.
the queer 20-somethings i know are buying vintage 60s-80s cars
Well, that New Font on logo looks like something Jaguar the bathroom fitment company use and the actual ad looks like something Sony would use for a Bravia Ad.
I'm Confused.
They said "What if we cant re-invent the wheel.......lets destroy the biggest use of the wheel then"
The strange thing is that there is no car on the website and I don’t know any car
Too cool, brilliant video. My favourite line:
"I would like to see a brief that produced this nonsense," 😂
We would all love to see that.
Totally agree with your take on Jaguar. Care to explain what happened to Gillette when you were there?
Short answer . US team. Nothing to do with me in Japan
Check out Sony's launch of Concord recently, which I think displays some of the same failings. I'd love to see you do an analysis of it. It was a mass market online arena game that cost $400m develop and was cancelled within days of launch. It was supposed to be modern and contemporary, but just as the models in the Jaguar ad were colourful but shapeless and characterless, so were the character models for Concord. They were diverse to the point of being entirely generic, avoided 'conventional attractiveness' to the point of edging into the grotesque, with no individual energy or expressive personality just as the Jag models were expressionless. Hardly exuberant. Game play was slow and plodding. Total disaster.
3:05 - Start
Well, considering how much free coverage the rebrand has generated, I suspect it has been an unqualified success! The last rebrand that I recall creating such a fuss was British Airways when they painted the tails different patterns.
“I hope I haven’t been too unkind”. My friend, you were wwaayyyy too diplomatic and restrained. Had I sat with the committee that was tasked to evaluate this pile of manure, I would have used a flamethrower. But thank you for your balanced analysis.
Maybe they worked out that they could make more money selling trendy niche clothing/fashion, in which case, great advert!
Let's see how the concept car launch goes. Aston Martin are in very rude health and on a roll at the moment. I do hope Jaguar can follow suit - but basically starting again/from scratch, that is a huge ask. This advertising campaign is truly appaling.
Your analysis is thorough and spot on, but is there really any need to go beyond pure gut reaction - i.e. run for the bathroom ?
I can't tell for sure. Do you also play the guitar? 🤔
Yes but… they have created a new font especially for this rebrand. That will save them for sure ;-)
Surely this could end up in big copensation claims for depreciation on peoples jaguar cars . Look at the dpf claims in the ads for jaguar cars going through the courts as we speak this has to be an even bigger claim in this situation for the jaguar motor compensation for the losses could be huge....
I understand (and hate) what the people who came up with this rebrand were trying to do.
What I don't understand is why on earth this got signed off.
Do we need a Fairy mobile?
The lettering change is more suitable for play-do than a luxury car.
I watched it and thought...there's a fashion brand called Jaguar?
"Equity basically means the identity of a brand and what does it stand for"
Not to these people, it doesn't.
Its going to devalue the cars. I am already hearing of people looking at selling their Jaguar cars- one chap has 12 of them he wants to sell. As an owner of two Jaguars - I feel a complete disconnect over this campaign. I don't want the car that I drive to be associated with this. I am a 58 year old white male - and am now thinking of getting a Volvo and an Aston Martin.
One hopes Jaguar is not so stubborn that it doesn’t withdraw this shyte campaign, heading off near certain doom, which might be nonetheless already imminent for other reasons
The ad must have been directed by Mugatu.