I remember seeing this advertisement first-hand and I honestly thought it was for a fashion company or the latest iPhone or something like that. I had no idea it was for the motor vehicle company.
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.
Whenever I think of Jaguar I think of one of my first bosses from years ago. Middle mgmt. 50 years old. Nothing special. But he'd just bought himself a jaguar. A boyhood dream. That car epitomised class, sophistication, status, determination and hard work to him. He treated it like a child. Polished it during lunch time. Spoke about it constantly....Thats a Jaguar customer. I really don't know what the F this is or who it is for...
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.
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 said they went all in on electric power, so a V8 is out of the question. But you can still make an electric Jaguar cool by playing on the silent predator angle. Smooth, classy luxury that happens to be effortlessly fast on top.
Absolutely! Sadly, those responsible for the rebrand consider Tom to be unashamedly masculine, and opinionated, thus problematic. the final coffin nail, for yet another iconic brand.
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.
I would have thought it was some kind of joke, but then I saw a speech by the Jaguar brand manager from a year ago. Unfortunately, its no joke. They really are going with this. Although the backlash is so universal that Tata senior management can't ignore it. Jaguar execs are all in on this nonsense, but I don't think Tata execs will be. My prediction is there will be some extreme fallout from this. Maybe as much as just shutting down the whole car manufacturing.
When I was back in Uni studying Graphic Communication (aka Graphic Design) (I'm a Lead Exhibition Designer now) one of the tasks was the 'rebrand' assignment. We were expected to basically come up with a full rebrand of any company we choose. Full visual marketing strategy, brand guidelines, logos, graphics, textures, swatches, the entire look and feel. (I went for Lotus). The lecturers would grade you pretty harshly and among the criteria was to respect the company's heritage and image.
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.
Exactly, the people look... highly constrained, rigid, artificial, rigid, and miserable. Monotonous expressions, with unnatural movements that are reminiscent of automatons. The thin veneer of bright colors only makes the contrast more apparent.
Hmm I know that he was associated with Jaguars. It's remarkable how far away they can fall from their equity and I get into what are probably the reasons in part 2 of this video here ruclips.net/video/zcRuXjKYxt8/видео.html
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....
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)
The only people who buy luxury cars are those who have low self-esteem and want to tell others 'I've made it, look at me', as you referred to above. No serious person who wants to own a good, reliable car would ever spend so much money on cars that are mechanically unreliable and a poor value proposition. I always laugh when I see a doctor or an executive driving around in their super expensive, poorly-made luxury car. I think 'how can someone who did so well in school make such stupid buying decisions?' It has to be that they are trying to impress others because their purchase of a luxury car makes no sense when considered any other way.
Who would have thought that putting an ideologue in charge would lead to this? The fail was stunning by itself, the double down hammered the last few nails in the coffin. RIP Jaguar.
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?
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
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.
Thanks for your kind words. I agree with a lot of what you are saying as well. I elaborate a bit more on the first video on the second one, which you may find interesting. It's here ruclips.net/video/zcRuXjKYxt8/видео.html
I gotta say, the vertical video for Instagram is framed much better than horizontal one on RUclips and elsewhere, like the latter is an afterthought. But there lies the question- who do vertical videos appeal to the most? Answer, the youth. The same youth that doesn't have money for a luxury sedan.
There are clear connections to the DEI “equity and inclusion” mandate. The cars are just meant to be a fashion accessory to the ideology. I thought it was a perfume ad when I first saw it.
I am a fan of Avantgarde art and advertising. However, this is amateurish. I am generally annoyed by any campaign that uses an assortment of carefully curated faces to communicate... what exactly? In a paid ad, a brand has just seconds to say something to the audience, and this is what they chose? That Jaguar is inclusive? Nonbinary? Irreverent? If that's what they are attempting, the commercial shelf life for such overdone, pandering attempts expired three years ago. And it says nothing about the brand. The outrageous outfits, aren't outrageous. It's basically a ripoff of New Order's True Faith video from the 80's. Then there's the logo design. The entire thing is inauthentic, lacking real creativity, communicates nothing positive and appears designed to annoy the viewers. They can still fix this. The one thing that this did for Jaguar, is wake us up and pay attention to a brand that has very little brand equity today among affluent buyers. The followup will be crucial for Jaguar.
This ad reminds me of the bit in Zoolander where Hansel is on set dressed as an angel and he says “Do I know what product I’m selling? No. Do I know what I’m doing today? No. But I’m here. And I’m going to give it my best shot.”
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.
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.
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?
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.
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?
The responsibility lies with the CEO and CMO at the end of the day. As to how this happened, I have a hypothesis which I talk about in part 2 of this video ruclips.net/video/zcRuXjKYxt8/видео.html
@ministryofcar personally I think they're playing the same game Coke did in the 80s and after public uproar rehy brought back Coke Original and sales skyrocketed. This is opposed to what Bud Light did. Oy time will tell
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.
You make one great point after another. I intuitively felt this ad was a disaster but now objectively see that it is. I thank you and wish for your continued success!
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 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!
You seriously compare a YT channel with a multmillion dollar world class premium manufacturer?...some people look smarter for not commenting, feel included.
@@jamjinn786yes I do compare them. because you don’t need multimillions of dollars to produce a video with a dude talking into the camera with a halfway decent sound and an intro chart that does not look like it’s made in Microsoft paint. Especially when your expertise is supposed to be marketing and design.
Someone needs to do a parody where Fred Flintstone and Barney Rubble, both in drag, get into the big boulder and drive off, leaving rainbow skid marks.
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.
I’m not a marketing person but here is my two cents. Jaguar going electric, as with many car companies, causing trouble with branding since it is harder to differentiate oneself in electric versus, and the Chinese have already aggressively staked out a lot of turf. Jaguar, like Porsche, and other higher end car companies are aspirational brands, as much as they are a car company. An aspirational brand has a some commonality with the fashion industry. I think Jaguar is laying into the “fashion” side of their identity as they are trying to figure out how to differentiate their, soon to be a commodity, car business. They are not alone. The move to electric is going to be like a game of musical chairs. Jaguar is probably not holding a strong hand.
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.
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
Unfortunately, I think anyone at Jaguar who had any doubts about this ad knew if they said anything they would have been called homophobic and/or transphobic. I think if I worked at Jaguar I'd be looking for a new job because the company was already struggling financially and this ad could be their death knell.
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
@@TorianTammas stop defending them. You know as well as I do that there hasn't been a worse period of advertising, design and creativity because a complex world cannot function with people who aren't qualified. Furthermore, you know that most companies now employ based on gender and race instead of qualifications
As a fellow brand director, It’s a total fail for very objective reasons, including the logo and icon. Very weak and forgettable. Never assume an audience, you always need to earn them and keep them- not alienate them.
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.
Jaguar could have stepped in to fill the massive gap that BMW left with their new woke styling. Instead, they chose to *copy nothing* and do the exact same thing smh
Exceptions to Louis' advice? A highly publicised conviction for child molesting is not good for a teacher. And a highly publicised conviction for fraud will not help an accountant. This advert will similarly not help Jaguar.
Jaguar expressed their brand superbly back in the 60s I think - “Space. Pace. Grace.” Which is so concise and elegant, it encapsulates the whole idea of their cars.
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 really liked this analysis. I’m a college 4th year business marketing student and was entirely baffled by this really liked how you explained yourself!
I'm glad you liked it. For something similar I have made a follow up video on what Jaguar should have done, with the example of BMW’s Ultimate Driving Machine in case you are interested ruclips.net/video/bZKqlmPNgiY/видео.html
Jaguar decided that it was selling too many cars. They came up with a plan to 'solve' this problem. The solution is to eliminate all Jaguar sales. This ad is a key part of that plan.
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
“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.
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.
I used to work for Bugaboo, and people sometimes asked why we didn’t usually put a baby in our ads. The answer was that if you put a baby in the ad, people generally focused on the baby and not the merchandise. That’s just human instinct. But here they put in a bunch of humans and left out the car. I’m forced to focus on these alarmingly-dressed people with sledgehammers advertising…what was it again?
when i saw the ad what it reminded me of is one of those runway fashion shows with ridiculous clothes that no one in their right mind would wear. do the people who like that kind of stuff buy Jaguar cars?
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?
The only thing that extends from Jaguar to this campaign is the low reliability question: Why the hell can't they do it right?" You love a Jaaag, but must have other cars that you can really use.
Folks, Thank you for watching. Part 2 of this video is here
ruclips.net/video/zcRuXjKYxt8/видео.html
I remember seeing this advertisement first-hand and I honestly thought it was for a fashion company or the latest iPhone or something like that. I had no idea it was for the motor vehicle company.
your thumbnail guy cant spell shit.
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
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.
It’s the new New Coke
"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.
Jaguar looked at bud light and said: hold my beer.
Haha
Croc skin. Buttercream
Jaguar: Hols my dildo
@@banjomactavishWhat size is the waist, let’s go in.
@@ytfeelslikenorthkorea And that's the year 2024 we're talking about 😜😜
Whenever I think of Jaguar I think of one of my first bosses from years ago. Middle mgmt. 50 years old. Nothing special. But he'd just bought himself a jaguar. A boyhood dream. That car epitomised class, sophistication, status, determination and hard work to him. He treated it like a child. Polished it during lunch time. Spoke about it constantly....Thats a Jaguar customer. I really don't know what the F this is or who it is for...
A new chapter for Jaguar. Chapter 11.
hahaha
LOL Comment if the year
hahaha
Sad, disgusting and disappointing.
🤣🤣🤣
Lose heritage - tick
Lose brand - tick
Lose identity - tick
Lose design - tick
Lose customers - tick
Lose revenue - tick
Perfect execution of brand destruction
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.
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 !
"Do you sell cars?" Was the best response by Elon 😂
“Elon”, who is single handedly destroying Tesla as he did Twitter.
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.
This would be brilliant!
Jaguar is only making EV cars going forward, so why would they go in this marketing direction?
They said they went all in on electric power, so a V8 is out of the question. But you can still make an electric Jaguar cool by playing on the silent predator angle. Smooth, classy luxury that happens to be effortlessly fast on top.
YES!!!!
Absolutely! Sadly, those responsible for the rebrand consider Tom to be unashamedly masculine, and opinionated, thus problematic.
the final coffin nail, for yet another iconic brand.
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.
@nrgspike
Hmmmm ... I’m in my 60’s and Zulu is a FANTASTIC film!!! Oh, and I once owned a Jag XJ6 😂
I thought it was an ad for Zoolander III
You and me both. I talk more about this in part 2 of the video here ruclips.net/video/zcRuXjKYxt8/видео.html
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.
I would have thought it was some kind of joke, but then I saw a speech by the Jaguar brand manager from a year ago. Unfortunately, its no joke. They really are going with this. Although the backlash is so universal that Tata senior management can't ignore it. Jaguar execs are all in on this nonsense, but I don't think Tata execs will be. My prediction is there will be some extreme fallout from this. Maybe as much as just shutting down the whole car manufacturing.
When I was back in Uni studying Graphic Communication (aka Graphic Design) (I'm a Lead Exhibition Designer now) one of the tasks was the 'rebrand' assignment.
We were expected to basically come up with a full rebrand of any company we choose. Full visual marketing strategy, brand guidelines, logos, graphics, textures, swatches, the entire look and feel. (I went for Lotus). The lecturers would grade you pretty harshly and among the criteria was to respect the company's heritage and image.
I wonder if their marketing guy has any actual relevant qualifications? I don't think being pushy and wearing a see through vest counts....
Cool! I saw a Lotus once IRL, it was like liquid mercury, magically smooth.
I love Lotus.
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.
Exactly, the people look... highly constrained, rigid, artificial, rigid, and miserable. Monotonous expressions, with unnatural movements that are reminiscent of automatons. The thin veneer of bright colors only makes the contrast more apparent.
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.
The ad that killed John Prescott 😢
😂
Hahahaha
Launched the Jaguar Dodo and he bought it!
Hmm I know that he was associated with Jaguars. It's remarkable how far away they can fall from their equity and I get into what are probably the reasons in part 2 of this video here ruclips.net/video/zcRuXjKYxt8/видео.html
😂😂😂😂😂😂😂
I thought this was talking about an unknown fashion brand. Never imagined this was about the British car manufacturer. Is just absurd.
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....
Yup and I get a little bit more into how it could happened here in part 2 ruclips.net/video/zcRuXjKYxt8/видео.html
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.
They are targeting people who uber
The only people who buy luxury cars are those who have low self-esteem and want to tell others 'I've made it, look at me', as you referred to above. No serious person who wants to own a good, reliable car would ever spend so much money on cars that are mechanically unreliable and a poor value proposition. I always laugh when I see a doctor or an executive driving around in their super expensive, poorly-made luxury car. I think 'how can someone who did so well in school make such stupid buying decisions?' It has to be that they are trying to impress others because their purchase of a luxury car makes no sense when considered any other way.
@Michael-fw5ef clearly this ad was made for you. People who don't have the money anyways.
A truly accurate diagnosis that could be etched into a jaguar headstone. RIP Jaguar, the cat is dead!
As a long time fan of both cars and advertising I found this campaign genuinely shocking.
Yup it's one of those things. I talk more about how it coud happened here in part 2 ruclips.net/video/zcRuXjKYxt8/видео.html
Are they saying previous Jaguars were 'Ordinary'? delete the past?
@koberko so if you're trans you now have a car brand so long as you have £80k to spend on a car
Unburdened by what has been.
Who would have thought that putting an ideologue in charge would lead to this?
The fail was stunning by itself, the double down hammered the last few nails in the coffin.
RIP Jaguar.
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?
Yes! A new brand that started with a "J" would have made a lot more sense.
Because the idealog cannot create, it can only destroy. Any creation from these activists is worthless.
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
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?
I'll be candid: I'm still in deep shock at the loss of Growler!
Thanks for your kind words. I agree with a lot of what you are saying as well. I elaborate a bit more on the first video on the second one, which you may find interesting. It's here ruclips.net/video/zcRuXjKYxt8/видео.html
Thank you for sensible analysis from an experienced marketing professional. I am glad to see even the professionals are aghast by this.
I gotta say, the vertical video for Instagram is framed much better than horizontal one on RUclips and elsewhere, like the latter is an afterthought. But there lies the question- who do vertical videos appeal to the most? Answer, the youth. The same youth that doesn't have money for a luxury sedan.
once they grow uP and start making money, wudnt they buy jag?? m just being a devil's advocate. hate the AD
I also felt that the ad was supposed to be vertical, but they had to release a horizontal one too for ratio demands of other platforms.
I’d like to see the briefing document submitted to the marketing agency. What did Jaguar ask of them?
My guess is after Jaguar owner Ratan Tata died on Oct 9th his heirs thought to go their own way.
I have a hypothesis. I talk about it in the second part of this video over here ruclips.net/video/zcRuXjKYxt8/видео.html
There are clear connections to the DEI “equity and inclusion” mandate. The cars are just meant to be a fashion accessory to the ideology. I thought it was a perfume ad when I first saw it.
"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
I am a fan of Avantgarde art and advertising. However, this is amateurish. I am generally annoyed by any campaign that uses an assortment of carefully curated faces to communicate... what exactly? In a paid ad, a brand has just seconds to say something to the audience, and this is what they chose? That Jaguar is inclusive? Nonbinary? Irreverent? If that's what they are attempting, the commercial shelf life for such overdone, pandering attempts expired three years ago. And it says nothing about the brand. The outrageous outfits, aren't outrageous. It's basically a ripoff of New Order's True Faith video from the 80's. Then there's the logo design. The entire thing is inauthentic, lacking real creativity, communicates nothing positive and appears designed to annoy the viewers. They can still fix this. The one thing that this did for Jaguar, is wake us up and pay attention to a brand that has very little brand equity today among affluent buyers. The followup will be crucial for Jaguar.
This ad reminds me of the bit in Zoolander where Hansel is on set dressed as an angel and he says “Do I know what product I’m selling? No. Do I know what I’m doing today? No. But I’m here. And I’m going to give it my best shot.”
Introducing the Faguar LGBTQ Type 😂
Draguar.
@@g.w.7893 Sort of, but Roadkill already did a GREAT Draguar ... Search for it on YT.
😂😂😂😂😂😂😂...
😂😂😂😂😂😂😂😂😂😂😂😂😂 What about the 2025 Draguar 01 Type? Dual exhaust
AI has entered the chat: "Adding 'Faguar' and 'Draguar' to Forbidden Words List"
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.
@@Duncangafney1 Average age of a Jaguar buyer is 58.. Half of them will be dead in 15 years. This at least tries to court the next generation.
@@Metro6am if the next generation turns out like those humanoids in that jaguar commercial then all of earth is doomed 😂
@@blackbelt2000haha. I bet Balenciaga turns over more revenue than Jaguar.
@@Metro6am The problem is that the next generation has no money to buy them, and hates cars anyway.
Tata has pissed away the legacy of both my favourite brands. Land Rover and jaguar.😢
Jaguar when from endangered to extinct in less time than their older masterpieces went from 0 to 60
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.
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?
An album cover for A Flock of Seagulls.
102 years of fantastic history and brand flushed down the toilet in one 2 minute advert. 😂
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.
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?
The responsibility lies with the CEO and CMO at the end of the day. As to how this happened, I have a hypothesis which I talk about in part 2 of this video ruclips.net/video/zcRuXjKYxt8/видео.html
@ministryofcar personally I think they're playing the same game Coke did in the 80s and after public uproar rehy brought back Coke Original and sales skyrocketed. This is opposed to what Bud Light did. Oy time will tell
5:48 Good point that Jaguar is owned by Tata Group so it’s really unbecoming to fail so spectacularly on something so basic
If part of their objective was to get people talking about Jaguar they certainly achieved it!
Just not in the way they wanted.
Talking disparagingly of it. Definitely! 💯
As a person with OCD I am disturbed by the inconsistency of new logo containing uppercase G among otherwise lowercase letters...
JaGuar.
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.
The new name 'jaGuar' says all you need to know, capital G is for Gay!
They copied the break moulds visual (blond supposedly female with hammer) from Apple Macintosh ad and they copied that 3/4 afro from Maurice Moss.
You make one great point after another. I intuitively felt this ad was a disaster but now objectively see that it is. I thank you and wish for your continued success!
3:05 - Start
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?
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.
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 ?
not a big fan of the rebrand either but looking at your intro i am not sure if you should give advice on branding.
You seriously compare a YT channel with a multmillion dollar world class premium manufacturer?...some people look smarter for not commenting, feel included.
@@jamjinn786yes I do compare them. because you don’t need multimillions of dollars to produce a video with a dude talking into the camera with a halfway decent sound and an intro chart that does not look like it’s made in Microsoft paint. Especially when your expertise is supposed to be marketing and design.
The strange thing is that there is no car on the website and I don’t know any car
Someone needs to do a parody where Fred Flintstone and Barney Rubble, both in drag, get into the big boulder and drive off, leaving rainbow skid marks.
somebody in marketing watched too much teletubbies.
The good thing about the ad is that at least it didn't show the car in it. So we cannot associate the ad with the car.😊
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.
Elon is constantly selling dream castles and making a big show about T.
I’m not a marketing person but here is my two cents. Jaguar going electric, as with many car companies, causing trouble with branding since it is harder to differentiate oneself in electric versus, and the Chinese have already aggressively staked out a lot of turf. Jaguar, like Porsche, and other higher end car companies are aspirational brands, as much as they are a car company. An aspirational brand has a some commonality with the fashion industry. I think Jaguar is laying into the “fashion” side of their identity as they are trying to figure out how to differentiate their, soon to be a commodity, car business. They are not alone. The move to electric is going to be like a game of musical chairs. Jaguar is probably not holding a strong hand.
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.
"Everyone" is sh1tting on the ad. If that was the objective, job well done!👏
Judging by the ad I await a rose‘ car with rainbow colour interior 😊
If this is the new rebrand and by all accounts it appears to be, what can we expect of the new product line?
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
That advert is very much derived from the 1984 Apple advert for their new Mac!
Also the guy with the paint brush is some kind of reference to Andy Warhol…..
Skittles should parody this ad 😅
Unfortunately, I think anyone at Jaguar who had any doubts about this ad knew if they said anything they would have been called homophobic and/or transphobic. I think if I worked at Jaguar I'd be looking for a new job because the company was already struggling financially and this ad could be their death knell.
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
If you look closely into the design agency, you’ll see the answer. They are LGHTBQTBTA2+2=5 activists.
This is the result of employing based on gender, race, political views, etc instead of hiring based on qualifications
Really where are all these qualified people in advertisement? We had pretty bad ads 40 years ago. Good ones to.
@@TorianTammas stop defending them. You know as well as I do that there hasn't been a worse period of advertising, design and creativity because a complex world cannot function with people who aren't qualified. Furthermore, you know that most companies now employ based on gender and race instead of qualifications
As a fellow brand director, It’s a total fail for very objective reasons, including the logo and icon. Very weak and forgettable. Never assume an audience, you always need to earn them and keep them- not alienate them.
Copy nothing, except for the same ad that various gigahuge fashion companies have been using for the last decade or so.
The message of the ad is: "If offensive things offend you, do not buy a Jaguar."
rather than fix their horrible reputation for reliability and depreciation, jaguar took the easier option and decided to jump of a woke cliff.
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.
Jaguar could have stepped in to fill the massive gap that BMW left with their new woke styling. Instead, they chose to *copy nothing* and do the exact same thing smh
Woke BMW styling? They abandoned German design for Chinese market, but woke?
Have you ever driven a BMW? They changed their look more to fit Mercedes. So what are you talking about?
I can't tell for sure. Do you also play the guitar? 🤔
Would like to see this kind of breakdown or a comparison to the Jaguar British villains ads from a few years ago
“All publicity is good publicity”. Louis B Mayer, chairman MGM Studios 1924-48. Not sure his philosophy is appropriate this time for Jaguar. 😊
Exceptions to Louis' advice? A highly publicised conviction for child molesting is not good for a teacher. And a highly publicised conviction for fraud will not help an accountant. This advert will similarly not help Jaguar.
As a senior graphic designer , the mkt team is unexperienced, where is the car?
Great points - I go further into the industry perspective in my video on the subject. Thanks for this!
Jaguar expressed their brand superbly back in the 60s I think - “Space. Pace. Grace.” Which is so concise and elegant, it encapsulates the whole idea of their cars.
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 really liked this analysis. I’m a college 4th year business marketing student and was entirely baffled by this really liked how you explained yourself!
I'm glad you liked it. For something similar I have made a follow up video on what Jaguar should have done, with the example of BMW’s Ultimate Driving Machine in case you are interested ruclips.net/video/bZKqlmPNgiY/видео.html
Jaguar decided that it was selling too many cars. They came up with a plan to 'solve' this problem. The solution is to eliminate all Jaguar sales. This ad is a key part of that plan.
Old Jaguar: "We made astonishing cars"
New Jaguar:"We dont even know what the hell we do"
They self-deleted their business prospects by failing to understand their core client base - who they are, what they aspire to, and their values.
The ad looks like something to do with computers, from 10 years ago. As for this video, a good analysis and not at all too harsh.
What app are they selling?
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
branding expert made a grammatical error in this videos thumbnail! the word you’re looking for is worst not worse
“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.
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.
Because you’ve had to explain what the ad means, it’s already lost .
You have a typo in the thumbnail
I used to work for Bugaboo, and people sometimes asked why we didn’t usually put a baby in our ads. The answer was that if you put a baby in the ad, people generally focused on the baby and not the merchandise. That’s just human instinct. But here they put in a bunch of humans and left out the car. I’m forced to focus on these alarmingly-dressed people with sledgehammers advertising…what was it again?
I had never seen an advertisement that makes you ashamed of owning their product till now..
when i saw the ad what it reminded me of is one of those runway fashion shows with ridiculous clothes that no one in their right mind would wear. do the people who like that kind of stuff buy Jaguar cars?
As Matt Walsh said , from luxury to lunacy
Remember when the jaguar name was synonymous with motor racing and great engineering?
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?
The only thing that extends from Jaguar to this campaign is the low reliability question: Why the hell can't they do it right?"
You love a Jaaag, but must have other cars that you can really use.
I watched it and thought...there's a fashion brand called Jaguar?