My favorite comment from the whole Jaguar Twitter thread was someone asking, “WTF is this?” Jaguar: A declaration of intent. Random user: A suicide note is also a declaration of intent. That doesn’t mean you should write one.
0:45. "It doesn't inform you about the brand." I don't often disagree with the drinker, but I will on this occasion. This commercial tells me EVERYTHING about the brand.
i think they used an AI to "create" this... it is SO incredibly generic and insipid and derivative that it could only be generated by something that scanned a whole raft of generic ads and copied the worst parts of them.. Cheers!
I think it could be a prank vid and they might do the opposite if they did it would be a masterstroke, all of you tube suckered in then wham make a real advert. Be the best advert campaign ever. I'm thinking this as its sooooo generically bad like an AI did it a senile AI. But what I said wront happen because jaguar are probably just plain stupid
You see the press conference with guy responsible for this? he drones on about "inclusion and diversity" blah blah blah, and other than saying he "always dreamed of working in the auto industry, never mentions a word about their cars. Its insane.
We went off in the comments about the car. Now to be honest the new car and emblem looks good. But how they launched the logo and the first ad is horrible. The new car looks like a Chrysler 300 that’s made by jaguar.
It's like a lot of teenagers going through a phase; trying so hard to be different, they end up looking just like everyone else who's trying to be different. Ironic, really.
I had a marketing professor who commenting on the bizarre early commercials for the Infiniti car brand; "It doesn't pass the five-year-old test." Show it to a five-year-old and if they can't tell you what the product is then you fail the test. I think this fails the five-year-old test in a big way.
This fails the any-year-old test. In all honesty, I'd think someone goofed up and was in for a massive trademark-infringement lawsuit for using the jaguar brand name.
@@Lttlemoi That thought did go through my mind when I first saw the ad. I really couldn't fathom that the Jaguar brand would create an ad this divorced from their products. Then I looked deeper and had to shake my head and consider that someone let a wild eyed marketing idiot have too much budget with too little oversight, but now they seem to be doubling down at telling their target audience they are horrible people for not liking it. Good luck with that strategy. It has yet to work for anyone else (Disney!).
"I know who I am. I'm a dude playing a dude disguised as another dude... Everyone knows that you should never go full retard!" Kirk Lazarus - Tropic Thunder.
I asked my friend what she thought this commercial was for without the logo/name and she thought it was Pepto Bismol. That was even better than my jokes.
An average Jaguar buyer is a man aged 55-64 living in North America, Europe or China. The majority of that customer base would be actively discouraged from being associated with the brand by that ad. Jaguar is a cool car that you buy when you're 60, fat and bald, but want to pretend you have aged like Sean Connery or Daniel Craig. This is actively destroying that fantasy and the image.
they want it to become a trend, which has been tried and failed before, they want to appeal to a younger audience but most simply naturally averse to it
This isn't deconstruction. It's destruction. Deconstruction tries to figure out how/why something worked so it can be improved. Destruction just wants it gone.
The problem is marketing schools just teach diversity, representation and inclusivity now. So students leave with those buzz words as their only knowledge of marketing without actually understanding how they apply in any real world sense.
It’s ESG. The execs need to check boxes - so they sign off on shite like this hoping the damage to the brand isn’t as bad as losing investment and access to credit that would come with a low ESG rating. ‘We are forcing behaviours’ blackrock ceo
@@JurassicRod People should ARRIVE there with half a brain even if 18. Crap can be fed to them but they don't have to heed it. We experience adverts our whole lives. It's easy enough even if not taught which it should be, to look back on historically successful campaigns and those that still are after a decade like 'should've gone to Specsavers' and study what sells/doesn't. The easily led are creatively bankrupt more likely to spew this out rather than 'who's the customer' and knowing the answer.
Until I saw THIS video, I had NO IDEA what the advert was for. I sincerely thought it was a new Target Ad and I was just missing the point. It NEVER occurred to me the word Jaguar referenced the car brand.
Rowan is the managing director for Jaguar. He said before that he’s only expecting 10-15% of the original customer base to move forward with the new branding. In other words… he believes the MODERN AUDIENCE exists 😅
@@laurabryannan That's the funniest part to me. These people won't spend $10 to go support a *movie* , let alone spend $70 to support game, let alone spend $70K to support luxury sports sedan.
modern audience might exist somewhere around his residence, but they surely don't have the money to buy their rebranded shit. Hell, they even don't have money to go to the cinema to see the woke garbage they cheer on twitterX.
I mean, in this ad they all look like/are dressed as women, except the old guy, and the guy who looks like the villain from _Star Trek: Nemesis_ wearing a tracksuit.
Well, I'm not dumb but I can't understand Why she walked like a woman but talked like a man Oh my Lola La-la-la-la Lola La-la-la-la Lola... Girls will be boys and boys will be girls It's a mixed up, muddled up, shook up world, except for Lola La-la-la-la Lola... Well, I'm not the world's most masculine man But I know what I am and I'm glad I'm a man And so is Lola La-la-la-la Lola La-la-la-la Lola
My tinfoil theory - it's an agenda by foreign billionaires to destroy western society. Will make America easier to invade. Divide the people and destroy masculinity.
Camille Paglia asserts that the fascination with androgyny within a civilization has been seen throughout history...right before that civilization suffers a cultural collapse. She has many examples. Search androgyny and cultural collapse.
I worked at Jaguars ad agency (when it was owned by Ford) in the 2000's. We just made ads that look liked they came out of the best episodes of Top Gear and tried to get the cars into James Bond films along with Land Rover which I also worked on. Some brands are positive about their heritage e.g. adidas.
So from your perspective as a person who has worked and potentially is still working in advertising for automotive brands, who is this ad for? The consumer or the investor who wants to see all of the horrid virtue signaling nonsense that was jammed into that ad and then further communicated by the prancing nonce who is the head of Jaguar's brand engagement or whatever?
I dated a designer that worked at Ford in the PAG group when Nasser brought Jaguar/Land Rover/Aston Martin on, and it was all about the style, the tech, and the history...
Hey Drinker, just happens to be under this one that I'm commenting... I feel like something has shifted but in 2020 or so I came across you and realised I wasn't paranoid or delusional, and that there was something rotten at the heart of content suddenly. It was a relief. A breath of fresh air. You got many of us through a really weird cultural period. Thanks big man.
Jaguar is owned by an Indian company and in such cases they make divisions of their company for certain markets. They have decided that Jaguar/land rover's target market is the high end artzy fartzy market. Those that buy paintings done by some champagne drinking artist, that throws paint up into the air behind an aircraft engine and lets the paint get blown onto the canvas and calls it art. The avant garde, haute couture crowd.
I'm so sick of preachy adverts. Saw one for Boots the other day that had a race swapped Mrs Claus doing all the work while Santa was sleeping in his arm chair
Not just any race swapped Mrs Claus. The same actress who said the balcony at Buckingham Palace was 'too white' when the Royal Family were gathered there after the coronation.
@@GeordieSwordsmanyeah, I saw it trending on X and a lot of people were saying they were gonna buy from Superdrug instead of Boots now lol. I joined in with the sentiment, I've been avoiding Boots for a while now because of their preachy nonsense and insistence on pride month (I don't believe in shaming either, but nobody is insisting on a shame month thankfully lol). So gross that Boots chose that horrible woman for the christmas ad campaign. Talk about sucking the christmas joy out the room.
Remember the old ads Saab put out? Those cars were frumpy af, but they wanted to sell to men. How did they achieve that? "Yeah here's a badass supersonic fighter jet. Know who makes them? That's right. Your neighbours car made by the guys who make military jets?! Thought not. Our car has a heads up display! You can be a fighter pilot in your very own Saab." That heads up display sold so many cars because it's cool af.
Saab was doing semiautomatic gear shift in production cars decades before other manufacturers. Think it was called Tiptronic. They also were the first to offer headlights that aimed (slightly) towards where the car is steering, which is a useful safety feature on unlit forest roads 😉
@@mrkeoghDo you mean the Sensonic? That was a regular manual but with an automated clutch. It was famously hard to park because the computer never quite knew what to do.
No way this was a prank, no matter what the DEI exec in charge of it says. He's trying to protect his job, or delay his sacking until he can jump to another job. The long and short of it is that this commercial cost money, lots of money, and it had to be approved on multiple levels of management. No way the shareholders would find this colossal mishap humorous in any way.
You say that but, depends on who the shareholders are. Just take the majority shareholders at Disney, for example. They don’t care how much money Bob is pissing away by pushing this “modern audience” crap.
Yeah, Jag has been doing so poorly that they SHUT DOWN manufacturing of new cars a few months ago, because dealers had a SURPLUS of vehicles they haven't been able to sell... This is supposed to launch their NEW IMAGE, as they pivot to EXCLUSIVELY producing ELECTRIC cars... So they're trying to drop the historic 'CADDISH' image.
Totally a😮gree i had a 2000 xj8 sport v8.....Great car fantastic engine.....now with the ingenium engine they are crap...one of the worst engines ever made along with the (wet belt) ecoboom from Ford
The last time I saw a Jaguar ad it had a bunch of famous British Baddies actors. They sold on that image that harkened back to the days when bank robbers stole Jaguar sedans to use as getaway cars.
@@yetanotherspuart3993 From reading the official Jaguar marketing statement it appears more woke shit is incoming. So buckle up boys and enjoy the train wreck. "The brand reveal is only the first step in this exciting new era and we look forward to sharing more on Jaguar's transformation in the coming days and weeks,"
Chato suggested that this is a troll and the REAL commercial is yet to come, a normal commercial along the lines of "Do we have your attention?" I am, however, doubtful.
He's dead wrong. The head of branding for the company is the type that wears a see-through shirt and a coat with sequins to a business conference. We pointed it to Chato in the comments. Jaguar is done.
@@LuisNunes-ps4sl Shame. They could have played into the “Green and Pleasant Land” theme of Jaguar’s British origin… but I guess that couldn’t work, with British elites wanting urban sprawl and a billion Mizzos.
I completely agree about gear porn. I remember when Neutrogena did an ad with a bearded guy doing carpentry in snowy Norwegian mountains in the late 00s, even my dad started using hand moisturiser.
6:00 there HAS to be a blackrock/vanguard requirement to show a "non-hetero" relationship in order to get funding. Almost every commercial has an ambiguous, possibly lesbian couple featured in it. Not at the forefront where they're making out or anything, but sort of side hugging and such.
It has fantastic kindergarten appeal, but how many kindergarten kids are out shopping for a luxury touring/sports car? Oh, wait. The commercial was CREATED by kindergarten kids traumatized early and frozen inside some adult bodies? Oh, I could see that. Only those rich executives who are reliving and subsisting on their kindergarten years need to be persuaded by the ad. It totally works, then. Age regression therapy for CEO's using diapers and pacifiers. Jaguar just has to announce their target market publicly, and then this whole thing will make sense.
What does it mean? It's often said that Hollywood is emphasising "diversity" of late, not paying enough attention to plot. Well, this ad is the ultimate and final realisation of that trend. The image is one hundred per cent about diversity. A mathematician could surely prove that this is the maximum possible diversity that can exist. You'd need to create a new race or gender to take it further. And, by the same token, all other considerations and topics - such as motor cars - are reduced to zero. They would merely dilute the diversity. So, I propose that we invent a unit of diversity, the "jaguar", and use it to rate scripts. This ad being the maximum, 100 Jaguars. For example: "The presence of black elves raises Rings of Power to forty-seven Jaguars"
This should have been part one. Part two should have been Jeremy Clarkson driving a Jaguar knocking the set over on top of these weirdos then saying, “Oh no! Anyway, buy a Jaguar.”
That's the plan. This load of pastel coloured droppings is to set up JC and possibly the other two charging in and forcing the Jaguar image back to what it was. If that isn't the plan then Jaguar is stuffed.
"What happened to the slice missing from this guy's afro?" Clarkson holding a hair wedge: "I've borrowed it. I've had that one's breasts, as well. I promise I shall give them back. After I've taken a quick spin in the Jaaaag." [Sets GPS for Calais]
I was thinking along those lines yesterday! Why didn’t they name the company Tiger? Jaguars live in the Americas where the British empire was not/barely involved. I admit I have not considered the sacredness of the jaguar to indigenous culture though. 🐆😂🐅 Edit: clarity
There are those who suspect Jaguar is going to shout 'psych!' and put out something to completely invert this reaction. I can't imagine them pulling it off.
"Copy Nothing" means doing exactly what every other woke company does, but years later after it's been proven it doesn't work, and being abandoned. They are the slow kid in class.
People who make these ads live in a bubble where anything masculine is "problematic" and "toxic". They don't understand that most women like men, and most men like ourselves. Personally I hope they never figure it out -- it keeps them far from the levers of power.
The Jaguar print ads of the 1970s could be used today & the cars were sold to men and women in those days. Today, Jaguar doesn’t know who its customer is. If you look at Porsche’s ad with Aimé Leon Dore, set in the beautiful Scottish Highlands, it combines the brand’s luxury heritage with modernity in a successful manner.
The company that once brought you “the most beautiful car in the world”said by Enzo Ferrari about the E-type….now it’s a Zoolander Bluesteel tribute with ugly weirdos in clown suits,and no actual car in sight-we’re sure this isn’t a parody?
On both Top Gear and the Grand Tour they made better ads for Jaguar mostly by poking fun at them. But you could tell they liked the cars and it kind of made me want to buy one.
When I think Jaguar I think of Jeremy Clarkson saying "Jaaaaaggggg" in his caddish voice. Or the cool "Brits make the best villains" commercials with Mark Strong and Tom Hiddleston. Or even the old Jag vs Merc adds with the Jaguar eating the Merc Chicken. Those were adds that were fun, tongue in cheek, and made with a proud caddish smirk. They made me want to buy a jag. Who the hell is this add for? I would be embarrassed to be associated with this crap.
Jaguar was at its best when it embraced the whole villain-energy thing. BMWs and Audis were for investment banking dweebs, Jaguars were for the guys the investment banker's girlfriends' slept with. You could bring that back easy with the all-electric re-launch.
"BMWs and Audis were for investment banking dweebs, Jaguars were for the guys the investment banker's girlfriends' slept with." Now THAT would make a good ad!
This great news for anyone who has a Jaguar right now. Hold on to it and enjoy it, and it will also hold its value...the last of the proper Jaguars. It's like land prices, they will always be high because they don't make it any more.
I know what happened. Some executives got drunk and said "Let's make the most pretentious ad possible and play it at the staff party as a joke." But the staff had just done DEI training and so were all too embarrassed to mock it, so everyone was like "Bravo! That's perfect!" And so the executives had to release it so that no one would know they were actually mocking DEI.
If Jaguar wants to advertise an electric car, take a freaking lesson from Delorean. I didn't even know i was watching a Jaguar ad until I saw the branding.
The Jaguar Ad is literally what Zoolander was making fun of.
A valid point!
We have Zoolander at home!
*The Zoolander at home*
Unlike Zoolander, these companies CAN turn left!
True! Lol!
It's like they hired the creator of the Tellietubbies to work on the rebrand.
My favorite comment from the whole Jaguar Twitter thread was someone asking, “WTF is this?”
Jaguar: A declaration of intent.
Random user: A suicide note is also a declaration of intent. That doesn’t mean you should write one.
That comment is gold 😂
@TheKnoxvicious
If this doesn't show that the people running Jaguar don't WTF they're doing, I don't know what does.
The best one I've seen is "the only brave part of this advertisement is leaving the comments section on."
My favourite was Elon Musk just writing 'Do you sell cars?'
They are promoting the myth of Homos being more innovative, and more creative than Heteros.
They went full Zoolander without any comprehension that Zoolander was satire and mockery of these kinds of people.
Good Point 💯👍👍
Damn straight
“Never go full Zoolander.”
zoolander 2 was bad
*Blue Steel Moment...*
It's the mother of anti-ads.
Literally screaming:
DON'T BUY OUR CARS!!
WE ARE CLUELESS!!
it's worse. It's creepy. It's meant to scare people away from the brand.
0:45. "It doesn't inform you about the brand." I don't often disagree with the drinker, but I will on this occasion. This commercial tells me EVERYTHING about the brand.
bingo!
Well, their brand is no longer about a luxury car. It's about the DEI message.
True. They are too woke for me.
Sure it does WE ARE DRAGUAR🧚🧚♀️🧚♂️😼
- "copy nothing"
- Proceeds to make the most generic "modern audience" ad ever
The logo is also a copy of every rebranding exercise we've seen recently.
@@Nixerman They are promoting the myth of Homos being more innovative, and more creative than Heteros.
i think they used an AI to "create" this... it is SO incredibly generic and insipid and derivative that it could only be generated by something that scanned a whole raft of generic ads and copied the worst parts of them.. Cheers!
I think it could be a prank vid and they might do the opposite if they did it would be a masterstroke, all of you tube suckered in then wham make a real advert. Be the best advert campaign ever. I'm thinking this as its sooooo generically bad like an AI did it a senile AI. But what I said wront happen because jaguar are probably just plain stupid
@@ChayMiddletonaccording to the guy I know who works at JLR, this is not some 4d chess play.
It’s one of those commercials where you come out of it saying “I am never buying that product in my life, just out of principle “
or How long will it take for the black guy to grow out his Pacman chop job?
@@tadroid3858I don't get it.
Is this only part of the joke or the whole joke?
@@blooocki watch the advert and you'll probably get it. I'm just shocked, was that a guy?!?! Lord help us.
Drive our cars if you want to look weird... and very, very miserable.
I havent bought a Gilette product in how many years now?
"What does this have to do with selling cars?"
Jaguars: "Cars?"
The product is just a widget for them to stand upon and preach about politics and society.
Exactly that.
You see the press conference with guy responsible for this? he drones on about "inclusion and diversity" blah blah blah, and other than saying he "always dreamed of working in the auto industry, never mentions a word about their cars. Its insane.
Jaguar just came out as Faguar
We went off in the comments about the car. Now to be honest the new car and emblem looks good. But how they launched the logo and the first ad is horrible. The new car looks like a Chrysler 300 that’s made by jaguar.
It's like a lot of teenagers going through a phase; trying so hard to be different, they end up looking just like everyone else who's trying to be different.
Ironic, really.
I still swear to anyone who will listen that trans youth is the goth youth of the 2020s.
(But goths were cooler. Way cooler)
Human nature doesn't change
I had a marketing professor who commenting on the bizarre early commercials for the Infiniti car brand; "It doesn't pass the five-year-old test." Show it to a five-year-old and if they can't tell you what the product is then you fail the test. I think this fails the five-year-old test in a big way.
This fails the any-year-old test. In all honesty, I'd think someone goofed up and was in for a massive trademark-infringement lawsuit for using the jaguar brand name.
@@Lttlemoi That thought did go through my mind when I first saw the ad. I really couldn't fathom that the Jaguar brand would create an ad this divorced from their products. Then I looked deeper and had to shake my head and consider that someone let a wild eyed marketing idiot have too much budget with too little oversight, but now they seem to be doubling down at telling their target audience they are horrible people for not liking it. Good luck with that strategy. It has yet to work for anyone else (Disney!).
I have a 5 yr old and i wouldn't show this ad to her.
“Copy nothing - except every single DEI ad from the last several years that aged like milk”
Literally! AI would probably come up with something more unique and groundbreaking than this when all it knows is copying 😆
DEI goes way beyond Whites, Blacks and Asians, and thats all u see in this ad.
soymilk
"I know who I am. I'm a dude playing a dude disguised as another dude... Everyone knows that you should never go full retard!"
Kirk Lazarus - Tropic Thunder.
I asked my friend what she thought this commercial was for without the logo/name and she thought it was Pepto Bismol. That was even better than my jokes.
Your friend is absolutely brilliant! Could there be a more perfect answer? 🙏🎯🎯🎯💯💯💯
Yeah, a bunch of new colors/flavors. It would be genius.
Nausea, heartburn, indigestion, upset stomach, diarrhea.
Absolutely superb 😂
@@KNS1996DFS Multi-coloured explosive diarrhoea.
brilliant marketing strategy, pander to 0,001% disgust 99.999%
An average Jaguar buyer is a man aged 55-64 living in North America, Europe or China. The majority of that customer base would be actively discouraged from being associated with the brand by that ad.
Jaguar is a cool car that you buy when you're 60, fat and bald, but want to pretend you have aged like Sean Connery or Daniel Craig. This is actively destroying that fantasy and the image.
they want it to become a trend, which has been tried and failed before, they want to appeal to a younger audience but most simply naturally averse to it
I asked an AI to combine depression + monkeypox, and it came up with something alike the new Jaguar ad.
This isn't deconstruction. It's destruction. Deconstruction tries to figure out how/why something worked so it can be improved. Destruction just wants it gone.
Derrida never bothered to make the distinction (or really define his terms at all).
These are the ads made by Marketing 101 students who should've gotten an 'F' in class but the damn professor is a Participation Trophy believer.
Or the students were rich and their parents bribed their professors
The problem is marketing schools just teach diversity, representation and inclusivity now. So students leave with those buzz words as their only knowledge of marketing without actually understanding how they apply in any real world sense.
The real problem is with Jaguar, who decided to use this as an ad.
It’s ESG. The execs need to check boxes - so they sign off on shite like this hoping the damage to the brand isn’t as bad as losing investment and access to credit that would come with a low ESG rating.
‘We are forcing behaviours’ blackrock ceo
@@JurassicRod People should ARRIVE there with half a brain even if 18. Crap can be fed to them but they don't have to heed it. We experience adverts our whole lives. It's easy enough even if not taught which it should be, to look back on historically successful campaigns and those that still are after a decade like 'should've gone to Specsavers' and study what sells/doesn't. The easily led are creatively bankrupt more likely to spew this out rather than 'who's the customer' and knowing the answer.
The uglification of modern culture
💯💯. Indeed
David Bowie lookalikes and bald black women are gonna get set back about 150 years by ad campaigns like this...
i would say that piet mondrian ushered in the "uglification". And the brutalism architecture. I've seen it first hand. UGLY.
modern culture wasnt made ugly, this has always been modern culture. we need to bring back old culture
I think it's a master move by the top executives: the company was struggling anyway, might as well create a scapegoat
Jaguar in the 80's: Head to head with Porsche and Ferrari
Jaguar in 2024: De-clawed and neutered
They are simpering into a woke abyss of fetid shit
From mighty jungle cat to emasculated house pet.
As a Brazilian, I demand they stop sullying the image of our national animal.
That kitty went to the vet...
Jaguars are supposed to be hunting caimans (think alligators with even shorter and thicker jaws), not mincing around worrying about breaking a nail.
It's a well disguised taxidermy of an unfortunate raccoon now.
Until I saw THIS video, I had NO IDEA what the advert was for. I sincerely thought it was a new Target Ad and I was just missing the point. It NEVER occurred to me the word Jaguar referenced the car brand.
Looks like cast offs from The Fifth Element
Don't insult that film! 5th Element was amazing
@@foulplay99 Yeah you're right. That is a quality movie.
But waaay more gay
Rowan is the managing director for Jaguar. He said before that he’s only expecting 10-15% of the original customer base to move forward with the new branding.
In other words… he believes the MODERN AUDIENCE exists 😅
So he expects to lose 85-90% of his current customer base simply because of their own, new style of branding?
For once I am utterly speechless 😂
Does he think the "modern audience" can afford a Jaguar?
@@laurabryannan That's the funniest part to me. These people won't spend $10 to go support a *movie* , let alone spend $70 to support game, let alone spend $70K to support luxury sports sedan.
@@JRay2113 If that's his plan, to knownly lose 85% to 90% of his customer base. How does he still have a job?
modern audience might exist somewhere around his residence, but they surely don't have the money to buy their rebranded shit. Hell, they even don't have money to go to the cinema to see the woke garbage they cheer on twitterX.
The strangest thing is how obsessed with androgyny they are, they always want the men to be like women & the women be like the men.
I mean, in this ad they all look like/are dressed as women, except the old guy, and the guy who looks like the villain from _Star Trek: Nemesis_ wearing a tracksuit.
Baphomet worship
Well, I'm not dumb but I can't understand
Why she walked like a woman but talked like a man
Oh my Lola
La-la-la-la Lola
La-la-la-la Lola...
Girls will be boys and boys will be girls
It's a mixed up, muddled up, shook up world, except for Lola
La-la-la-la Lola...
Well, I'm not the world's most masculine man
But I know what I am and I'm glad I'm a man
And so is Lola
La-la-la-la Lola
La-la-la-la Lola
My tinfoil theory - it's an agenda by foreign billionaires to destroy western society. Will make America easier to invade. Divide the people and destroy masculinity.
Camille Paglia asserts that the fascination with androgyny within a civilization has been seen throughout history...right before that civilization suffers a cultural collapse. She has many examples. Search androgyny and cultural collapse.
I worked at Jaguars ad agency (when it was owned by Ford) in the 2000's. We just made ads that look liked they came out of the best episodes of Top Gear and tried to get the cars into James Bond films along with Land Rover which I also worked on. Some brands are positive about their heritage e.g. adidas.
So a group of Jaguar executives watched this ad together and said this is wonderful and let’s air it immediately?
🤯
So from your perspective as a person who has worked and potentially is still working in advertising for automotive brands, who is this ad for? The consumer or the investor who wants to see all of the horrid virtue signaling nonsense that was jammed into that ad and then further communicated by the prancing nonce who is the head of Jaguar's brand engagement or whatever?
I dated a designer that worked at Ford in the PAG group when Nasser brought Jaguar/Land Rover/Aston Martin on, and it was all about the style, the tech, and the history...
Imagine if *Lamborghini* did this or *Ferrari.* Come on Jaguar, this doesn't even make Sense.
@@dronesclubhighjinks Back in the day, corporate reined in the crazy creatives, now they're the weirdest.
Hey Drinker, just happens to be under this one that I'm commenting... I feel like something has shifted but in 2020 or so I came across you and realised I wasn't paranoid or delusional, and that there was something rotten at the heart of content suddenly. It was a relief. A breath of fresh air. You got many of us through a really weird cultural period. Thanks big man.
Jaguar is owned by an Indian company and in such cases they make divisions of their company for certain markets. They have decided that Jaguar/land rover's target market is the high end artzy fartzy market. Those that buy paintings done by some champagne drinking artist, that throws paint up into the air behind an aircraft engine and lets the paint get blown onto the canvas and calls it art. The avant garde, haute couture crowd.
Basically, Jackson pollock.
That ad looked more like someone drank and threw up champagne on a canvas, though.
@@c0d3warrior Reminds me of the Paris Olympics... marketed for the same crowd.
I'm so sick of preachy adverts. Saw one for Boots the other day that had a race swapped Mrs Claus doing all the work while Santa was sleeping in his arm chair
adverts or perverts?
Not just any race swapped Mrs Claus. The same actress who said the balcony at Buckingham Palace was 'too white' when the Royal Family were gathered there after the coronation.
Yes the North Pole had been taken over by third worlders just like Britain.
DEI translates to How to lose your customers in 30 seconds. If I see anything woke, my interest is instantly gone
@@GeordieSwordsmanyeah, I saw it trending on X and a lot of people were saying they were gonna buy from Superdrug instead of Boots now lol. I joined in with the sentiment, I've been avoiding Boots for a while now because of their preachy nonsense and insistence on pride month (I don't believe in shaming either, but nobody is insisting on a shame month thankfully lol). So gross that Boots chose that horrible woman for the christmas ad campaign. Talk about sucking the christmas joy out the room.
Bud Light: I stepped on my junk harder than anyone else.
Jaguar: Hold my soy latte.
😂💯
😂
😮😊😂
Top Gear 2008: I have a jaaaaaaaag
Grand Tour 2024: I am a f............
Clarkson and gang have done more for Jaguar with that iconic line than this 'commercial' ever will.
There's a huge difference between "...aaaaag." and "...aaaAAAaaag."
😂😂😂😂😂nice one
😅😅😅
Luckily for Jag, TGT has had its last adventure
The actors look like a bunch of traumatized zombified androids in some kind of future dystopia where humanity has been erased.
The ad even has the aesthetics.
It's what the Jaguar marketing department want their customers to look like. They will sell dozens
They look like live action teletubbies
If Teletubbies had the ethics of Harkonnen's.
Those are the predatory aliens that lure children in with colors and music.
Netflix Teletubbies
"Eh oh no!"
I hate to get all technical on you but Teletubbies already is live action.
Remember the old ads Saab put out?
Those cars were frumpy af, but they wanted to sell to men. How did they achieve that?
"Yeah here's a badass supersonic fighter jet. Know who makes them? That's right. Your neighbours car made by the guys who make military jets?! Thought not. Our car has a heads up display! You can be a fighter pilot in your very own Saab."
That heads up display sold so many cars because it's cool af.
Saab was doing semiautomatic gear shift in production cars decades before other manufacturers. Think it was called Tiptronic.
They also were the first to offer headlights that aimed (slightly) towards where the car is steering, which is a useful safety feature on unlit forest roads 😉
The Saab night panel is one of the coolest things I’ve ever seen on a car
Always wondered what a modern saab would have looked like man....
Saab was based
@@mrkeoghDo you mean the Sensonic? That was a regular manual but with an automated clutch. It was famously hard to park because the computer never quite knew what to do.
1999, Austin Powers: SHAGUAR!
2024, Larry Fink: FAGUAR!!!
Now tell me we're making some kind of tangible progress. Go ahead.
I hear the charging footsteps of the TH-cam speech police...
Larry Fink is an insufferable yid
@@chaIky1 Dude? It's pretty easy to get around minimum effort apparatchiks.
Just work on your euphemism-fu.
Lol! You win the comments for the day!Yeah Baby!
Omg you made me spit my coffee. 😂
The Faguar, guaranteed to break down on the side of the road and start crying when someone beeps their horn at it.
As a female, I do not like this. Lean into a cute cat, instead 🤣
Greg Guttfeld roasted this commercial hilariously, “ Stfu and tell me how many cup holders it has !! “
No way this was a prank, no matter what the DEI exec in charge of it says. He's trying to protect his job, or delay his sacking until he can jump to another job. The long and short of it is that this commercial cost money, lots of money, and it had to be approved on multiple levels of management. No way the shareholders would find this colossal mishap humorous in any way.
It’s not a prank, Jaguar’s “diversity officer” went on a podium to announce this garbage.
@@crazyralph6386 disgraceful 😒
You say that but, depends on who the shareholders are. Just take the majority shareholders at Disney, for example. They don’t care how much money Bob is pissing away by pushing this “modern audience” crap.
Faguar got a smooth TRANSmission
Next up... Draguar 😂
Waiting for the parody ads. Just this ad with a different company at the end. I'm Lovin' it.
Jaguar: What do we make?
We don't know.
nothing else needs to be said; Faguar
Draguar
Gaguar
Non-buynary
Peduar
Drinker: "We're simple creatures."
Truer words were never spoken.
“We are innocent men.”
Bot account
@@ghostring3624 We're just normal men
@@ghostring3624 No one said we were innocent, but it is fairly simple to create something that will appeal to (at least, most) men.
Real Jaguars ended in 2009 with the end of production X350.
Yeah, Jag has been doing so poorly that they SHUT DOWN manufacturing of new cars a few months ago, because dealers had a SURPLUS of vehicles they haven't been able to sell...
This is supposed to launch their NEW IMAGE, as they pivot to EXCLUSIVELY producing ELECTRIC cars... So they're trying to drop the historic 'CADDISH' image.
I loooove old Jags
@@christianefiorito3204E-type is cool af!
Modern jags look like they came out of the same "character creator for cars" that all the others did.
Totally a😮gree i had a 2000 xj8 sport v8.....Great car fantastic engine.....now with the ingenium engine they are crap...one of the worst engines ever made along with the (wet belt) ecoboom from Ford
Jaguar just volunteered as tribute.
The last time I saw a Jaguar ad it had a bunch of famous British Baddies actors. They sold on that image that harkened back to the days when bank robbers stole Jaguar sedans to use as getaway cars.
Remember Kids! If you don't buy it, it goes away.
Jaguar literally had the best commercial out there, "good to be bad".
How the hell did the executives go so low to do this abomination?
Somebody paid/threatened them to.
Was that the one with all the Brit actors who played Hollywood bad guys? Ben Kingsley, Mark Strong, Tom Hiddleston.
That was a cracking ad! 😀
@@mrkeoghIt made me want one, and I hate sports cars, I drive SUVs!
The best commercial was stylish and classy looking cars. They've long abandoned that.
@@mrkeogh Yes, exactly.
Jaguar goes all Bud Light
Never go bud light
@@yetanotherspuart3993 From reading the official Jaguar marketing statement it appears more woke shit is incoming. So buckle up boys and enjoy the train wreck.
"The brand reveal is only the first step in this exciting new era and we look forward to sharing more on Jaguar's transformation in the coming days and weeks,"
Yes, they just budlighted themselves.
Jaguar CEO: "Sales are down. It's looking grim."
Marketing head: "You heard it, bOoIiiis! We're not woke enough. All hands, INFLATE THE BUTT PLUGS!"
When I saw that ad I thought: jaGÚar are now in the business of selling fruit gums
They'll make commercials like this and then have the audacity to say "end the hate."
"End? I think we're just getting started..."
It goes to show how deep their narcissism went.
Chato suggested that this is a troll and the REAL commercial is yet to come, a normal commercial along the lines of "Do we have your attention?" I am, however, doubtful.
He's dead wrong. The head of branding for the company is the type that wears a see-through shirt and a coat with sequins to a business conference. We pointed it to Chato in the comments. Jaguar is done.
@@LuisNunes-ps4sl Shame. They could have played into the “Green and Pleasant Land” theme of Jaguar’s British origin… but I guess that couldn’t work, with British elites wanting urban sprawl and a billion Mizzos.
I thought so too, then my heart sank when I saw the state of that branding gobshiet.
Yeah, I sadaly reckon he's also wrong, just going by the heada of marketing guy!
@@matthewkrulitski8788 They certainly can't go with the "It's good to be bad" comercial, that one hits the British elite right where they live.
I completely agree about gear porn. I remember when Neutrogena did an ad with a bearded guy doing carpentry in snowy Norwegian mountains in the late 00s, even my dad started using hand moisturiser.
I’ve wanted a jag for more than 35 years. All of a sudden, I don’t anymore.
The absolute buffoonery to tout equity as a concept as a luxury car brand 99% of us can't afford is mind boggling.
6:00 there HAS to be a blackrock/vanguard requirement to show a "non-hetero" relationship in order to get funding. Almost every commercial has an ambiguous, possibly lesbian couple featured in it. Not at the forefront where they're making out or anything, but sort of side hugging and such.
Black Jaguar XJ + Henry Cavill in a suit + Sydney Sweeny umm in whatever she's wearing
BOOM!!! See it's not too difficult to make an advert
It has fantastic kindergarten appeal,
but how many kindergarten kids are out shopping for a luxury touring/sports car?
Oh, wait. The commercial was CREATED by kindergarten kids traumatized early and frozen inside some adult bodies? Oh, I could see that. Only those rich executives who are reliving and subsisting on their kindergarten years need to be persuaded by the ad. It totally works, then. Age regression therapy for CEO's using diapers and pacifiers.
Jaguar just has to announce their target market publicly, and then this whole thing will make sense.
What does it mean?
It's often said that Hollywood is emphasising "diversity" of late, not paying enough attention to plot. Well, this ad is the ultimate and final realisation of that trend.
The image is one hundred per cent about diversity. A mathematician could surely prove that this is the maximum possible diversity that can exist. You'd need to create a new race or gender to take it further.
And, by the same token, all other considerations and topics - such as motor cars - are reduced to zero. They would merely dilute the diversity.
So, I propose that we invent a unit of diversity, the "jaguar", and use it to rate scripts. This ad being the maximum, 100 Jaguars.
For example: "The presence of black elves raises Rings of Power to forty-seven Jaguars"
This should have been part one. Part two should have been Jeremy Clarkson driving a Jaguar knocking the set over on top of these weirdos then saying, “Oh no! Anyway, buy a Jaguar.”
You mean buy a JaAAAAAaaag
See again. Genius. This could have been a genius marketing campaign. A troll..... and then a redemption.
That's the plan. This load of pastel coloured droppings is to set up JC and possibly the other two charging in and forcing the Jaguar image back to what it was.
If that isn't the plan then Jaguar is stuffed.
"What happened to the slice missing from this guy's afro?"
Clarkson holding a hair wedge: "I've borrowed it. I've had that one's breasts, as well. I promise I shall give them back. After I've taken a quick spin in the Jaaaag."
[Sets GPS for Calais]
😂
I want Jaguar cancelled for culturally appropriation of a sacred animal from an indigenous culture. 🙃
Back to Facebook with this boomer nonsense
@mmus13898
Woooooooosh.
I was thinking along those lines yesterday! Why didn’t they name the company Tiger? Jaguars live in the Americas where the British empire was not/barely involved.
I admit I have not considered the sacredness of the jaguar to indigenous culture though. 🐆😂🐅
Edit: clarity
@@grandmufftwerkin9037🤣🤣🤣
Yep, our cars are an icon :p
I'd love to see Clarkson, Hammond, and May's reaction to this
The people in the ad represent Flop Gear.
@@bjornh4664it panders to the chopped of my gear
Those guys are getting on a bit, and Clarkson's already had a heart attack. No-one show this ad to them.
"But how will this help us sell more cars?"
"Cars?"
‘copy nothing’. It would be really bold of Jaguar to create a coal powered car instead of Another EV
What if, there was a follow up AD where a jaguar eats all these people...
🤣🤣🤣
There are those who suspect Jaguar is going to shout 'psych!' and put out something to completely invert this reaction. I can't imagine them pulling it off.
Good kitty
I'd watch it.
@@w0rlds3nd That kitty deserves all the treats and cuddles for performing such a good deed.
This add is what happens when you realize you used the wrong type of mushrooms on your lunch salad.
Those type of mushrooms don't lead to this filth.
"Copy Nothing" means doing exactly what every other woke company does, but years later after it's been proven it doesn't work, and being abandoned. They are the slow kid in class.
This aesthetic was done so much better in the 80s by Grace Jones, Klaus Nomi and Gary Numan.
They should've just had Jeremy Clarkson stand on a stage saying "Jaaaaaag"
Remember when Jaguar did that advert with Mark Strong, Sir Ben Kingsley and Tom Hiddleston and the tag line was "Its good to be bad". Good times.
"Toxic masculinity RRRREEEEE!"
People who make these ads live in a bubble where anything masculine is "problematic" and "toxic". They don't understand that most women like men, and most men like ourselves. Personally I hope they never figure it out -- it keeps them far from the levers of power.
Yes and that was brilliant
Beau from Lotus Eaters!
Based indeed
“ is nobody else seeing this. I feel like I’m taking crazy pills!!”
@0:25 Is that Matt Lucas from Little Britain?
Grace Jones meets Zoolander meets Devo.
Buy a Jag, be miserable. That's the message I'm getting.
I have to assume Blackrock has these companies over a barrel, there's no other reason why they're so eager to flush money down drain.
The kind of people who can afford a Jag wouldn't be convinced by this : the kind of people who would be convinced by this cannot afford a Jag.
Well said
I had this exact thought the other day.
The Jaguar print ads of the 1970s could be used today & the cars were sold to men and women in those days. Today, Jaguar doesn’t know who its customer is. If you look at Porsche’s ad with Aimé Leon Dore, set in the beautiful Scottish Highlands, it combines the brand’s luxury heritage with modernity in a successful manner.
The company that once brought you “the most beautiful car in the world”said by Enzo Ferrari about the E-type….now it’s a Zoolander Bluesteel tribute with ugly weirdos in clown suits,and no actual car in sight-we’re sure this isn’t a parody?
Go woke go broke.
The people in the commercial think JD Vance is weird...
Where’s Clarkson. Hammond and May when we need them most
Clarkson told it back in 2013 .. that this will happen
On both Top Gear and the Grand Tour they made better ads for Jaguar mostly by poking fun at them. But you could tell they liked the cars and it kind of made me want to buy one.
Clarkson is helping out Uk farmers from the literal communists in government trying to steal their land. But I get what you're saying
Eh, go back and watch the later seasons, they'd been complaining about this stupidity for years. No one listened.
Hope you watched the last episode of Grand Tour. They essentially said cars are going boring, and thats why they're done.
When I think Jaguar I think of Jeremy Clarkson saying "Jaaaaaggggg" in his caddish voice. Or the cool "Brits make the best villains" commercials with Mark Strong and Tom Hiddleston. Or even the old Jag vs Merc adds with the Jaguar eating the Merc Chicken. Those were adds that were fun, tongue in cheek, and made with a proud caddish smirk. They made me want to buy a jag. Who the hell is this add for? I would be embarrassed to be associated with this crap.
Jaguar: A declaration of intent.
Jaguar: We are desperate, and clueless. Join us in our clueless desperation?
Jaguar was at its best when it embraced the whole villain-energy thing. BMWs and Audis were for investment banking dweebs, Jaguars were for the guys the investment banker's girlfriends' slept with.
You could bring that back easy with the all-electric re-launch.
"BMWs and Audis were for investment banking dweebs, Jaguars were for the guys the investment banker's girlfriends' slept with."
Now THAT would make a good ad!
Agreed, except for electric. An engine should go "BBBBBRRRRMMMM" not "eeeeeeeeeeeeeeeeeee" lol.
Somebody at Jaguar hire this man right now!
I don't know if there's anything less masculine than a car you plug into the wall
@@zg-it oh yeah, the one that drives on its own
This is why I do what it takes to evade ads, they arent annoying anymore but also preachier than that creepy uncle.
I went a step further, stopped watching ordinary TV entirely back in 2016. Wish I'd done so much sooner.
You mean, creepy, witchy aunt?
@@mapesdhs597 I stopped in 2015 when I started to watch Daredevil on Netflix.
I really can't understand how everyone at Jaguar could pretend that this is a good idea
They're in the cult
This commercial absolutely made me want to buy a luxury automobile. Really. Keep it up Transjaguar.
This great news for anyone who has a Jaguar right now. Hold on to it and enjoy it, and it will also hold its value...the last of the proper Jaguars. It's like land prices, they will always be high because they don't make it any more.
People are wrong.
This advert won't make jaguar go bust.
They were well on their way already.
It's merely the latest sign of their downfall.
How did Razorfist put it? - "Get broke, Go woke, and finally croak."
That is my opinion too. Their numbers are tanking now they fish for that DEI investors money. Reverse Bud Light.
Jaguar US sales
2019: 31,005
2020: 21,786
2021: 17,149
2022: 9,668
2023: 8,348
Soon: 0
@@Mereologist This are real numbers or just joking? If real then ooof...
I had the misfortune of working Jaguar's Design Dept for many years. This is their marketing dept.
If they’d used Jeremy Clarkson saying “it’s a Jaaaaag”, everyone would’ve loved it
I don’t have a Wharton MBA, but pretty sure appealing to the fringe .5% of the population doesn’t seem like a recipe for success.
I know what happened. Some executives got drunk and said "Let's make the most pretentious ad possible and play it at the staff party as a joke." But the staff had just done DEI training and so were all too embarrassed to mock it, so everyone was like "Bravo! That's perfect!" And so the executives had to release it so that no one would know they were actually mocking DEI.
"Queering doesn't make the world work"
Ultimate Warrior
Well said!!!
Yeah, way to pander to 5% of the population while ignoring the other 95%. I'm sure that's going to boost sales...😂
the hardest part is these crippled crayons in the ad cannot drive a stick shift.
Oh, but they can drive stick!!!!
@@iz9744 WRONG STICK WRONG HOLE
@@carlh-thehermitwithwi-fi679😂😂😂😂😂
Baron Harkonnen's concubines.
😂😂😂
🎯🎯🎯🎯🎯
🤣🤣🤣
They struck me as an impression of what humans are like made by an alien who has only loosely heard of humans.
Or Capitol residents from the Hunger Games. You know? The bad guys.
If Jaguar wants to advertise an electric car, take a freaking lesson from Delorean. I didn't even know i was watching a Jaguar ad until I saw the branding.
The facial expressions of the people in the ad is how you should feel about the product.
-Buy a Faguar and you too can be this happy!