Terrible Jaguar re-brand

I still have hope they are going to unveil a superb new car and they can clean up their marketing to be much more inclusive of some actual customers, we'll just have to wait I guess.
 
Let's wait to see the car.
Then let's see how it sells.
Or they sell if they are being so bold as to have a few cars lined up.

Then I'll wade in with whether it's a good, bad or ugly rebrand :D
 
Greboth said:
your example it’s a great advert as it’s memorable and they don’t show the product at all.
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Apart from at 1:23, where it shows the product full screen for a solid 5 seconds and kicks off the advert with a nod to one of the most recognised product tag lines in the industry.

Comparing that to the pure unadulterated 'WTF?!' of pie chart hairdos, massive pompom boots and all of the jaGuar advert is a bit of a stretch!
 
Demon said:
I still have hope they are going to unveil a superb new car and they can clean up their marketing to be much more inclusive of some actual customers, we'll just have to wait I guess.
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We’ll find out at 2am!

FEARLESS. EXUBERANT. COMPELLING. THIS IS JAGUAR, REIMAGINED | Jaguar 2024 Media Newsroom

A new era begins today for Jaguar. A completely transformed Jaguar brand recaptures an ethos to Copy Nothing that can trace its roots back to the words of its founder, Sir William Lyons.
media.jaguar.com media.jaguar.com
 
GarethSouthgate said:
I'm guessing you haven't worked for a large corporate company before?
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Yes, my last company had nearly 100k employees across 150+ countries, they paid lip service to all sorts, but their CEO and senior leadership team were not remotely as entrenched in DEI as JLR..

They created 'D&I' so called groups, which ended up being things like 'Veterans' to which people got auto-enrolled, just so they could meet their ESG target.. No pronoun requirements and they kept identity politics to what I would say is a minimum.

It was all the usual corporate sham, and our CEO was not found picking up Ally awards and proclaiming "it his personal passion to champion and drive DE&I initiatives at (Work)", nor did we have our head of branding gushing over how the companies internally transforming in to a DEI cliche for adoration at some LGBTQ event, nor did they let it overspill directly or indirectly to their branding/adverts, which is probably why their share price rocketed well over 10 fold since 2010 and is still going up..
 
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Sad to see this but imho they've not had any show-stoppers since the F Type Predator.

Everything since then has only had the appeal of being a "Jaguar" and otherwise sits uncompetitively-priced in their respective markets and dated by the time it rolls off the factory line.
 
On Holiday said:
Sad to see this but imho they've not had any show-stoppers since the F Type Predator.

Everything since then has only had the appeal of being a "Jaguar" and otherwise sits uncompetitively-priced in their respective markets and dated by the time it rolls off the factory line.
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And here's me wishing to buy a new XKR :(
 
lordrobs said:
Apart from at 1:23, where it shows the product full screen for a solid 5 seconds and kicks off the advert with a nod to one of the most recognised product tag lines in the industry.

Comparing that to the pure unadulterated 'WTF?!' of pie chart hairdos, massive pompom boots and all of the jaGuar advert is a bit of a stretch!
Click to expand...

Except … it doesn’t. It shows a wrapper, not the product. That’s the equivalent of a fridge advert showing a big brown box instead of the actual fridge.

Clearly I’m missing something or maybe it’s just me. But I find a person wearing a gorilla suit playing the drum solo to a 30 year song about despair over a break up as an advert for a bar of chocolate equally wtf worthy. There’s zero connection between the advert and the product.

Don’t get me wrong, I don’t think the Jag advert is a good advert. But my feelings to it would best be described as ambivalence. As I equally don’t understand the ‘it’s the end of Jaguar and they’re ruining their heritage’ hyperbole*. Especially when people keep giving contradictory or BS reasons for disliking the advert while seemingly being ok with other adverts doing exactly the same.

*Even more so when you consider we don’t really know anything about the car. Which it’s the car that will actually dictate the future of Jag.
 
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Armageus said:
www.thesun.co.uk

‘NEW Jaguar’ unveiled with roaring petrol motor days after firm's EV rebrand

A ‘NEW’ classic Jaguar has been unveiled with a roaring petrol engine – just days after the British firm’s controversial rebrand ahead of their electric revolution. A monstr…
www.thesun.co.uk

Is this the car that everyone thinks that they should be making?
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That's very nice, but no they should not be doing that (though that supposedly costs £250k)

What we want is new cars that feel like a jaguar, we don't want pipe and slippers, we don't want Nigel farage-ites, we don't want alphabet minority, we want cool, exclusive, fast fun, classy.

Jaguar has always been about class, unfortunately ford forgot this with the x-type, and then the company went on this rampage trying to outsell BMW , it was never gonna happen.

Jag got it right with the xj, xk, f-type. Xj hit the type of market they were looking for aimed at people who have chaufers, the xk and f-type were the sports cars, going for a weekend jaunt at the golf club. Club or country house, not quite Aston Martin, but also not a BMW z4, it's a niche market.

The xe and xf were good cars, as good as BMW and Mercedes with slightly worse reliability, sold well for jaguar, unfortunately trying to do a jaguar at volume doesn't work to well when you getting warranties left right and centre. Have expensive production methods

Time will tell if they go back to profit
 
Greboth said:
Except … it doesn’t. It shows a wrapper, not the product. That’s the equivalent of a fridge advert showing a big brown box instead of the actual fridge.

Clearly I’m missing something or maybe it’s just me. But I find a person wearing a gorilla suit playing the drum solo to a 30 year song about despair over a break up as an advert for a bar of chocolate equally wtf worthy. There’s zero connection between the advert and the product.

Don’t get me wrong, I don’t think the Jag advert is a good advert. But my feelings to it would best be described as ambivalence. As I equally don’t understand the ‘it’s the end of Jaguar and they’re ruining their heritage’ hyperbole*. Especially when people keep giving contradictory or BS reasons for disliking the advert while seemingly being ok with other adverts doing exactly the same.

*Even more so when you consider we don’t really know anything about the car. Which it’s the car that will actually dictate the future of Jag.
Click to expand...

1686160814795.png


You're a very blatant fan of Jaguar, that might be why you're clearly missing things.
 
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GarethSouthgate said:
I'm guessing you haven't worked for a large corporate company before?
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I had to laugh recently, they made a big deal at work about how "We know so many of you are excited to be part of" a whole load of "allies" and various diversity stuff and set some event up at a lot of cost, only for like 3 people to turn up (out of seemingly expecting 100s). A lot of this stuff is important don't get me wrong but it seems to have taken on a life of its own and run away out of proportion to reality.
 
Gray2233 said:
You're a very blatant fan of Jaguar, that might be why you're clearly missing things.
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So I question why the criticism for the Jaguar advert when the same criticism isn’t applied to other adverts doing the same. And I’m the one moving goal posts?

And no, I’m not really a fan of Jaguar. If you’re on about my signature - that’s me being a fan of old cigarette liverys. The same way I made JPS and Marlboro versions too.
 
Greboth said:
Clearly I’m missing something or maybe it’s just me. But I find a person wearing a gorilla suit playing the drum solo to a 30 year song about despair over a break up as an advert for a bar of chocolate equally wtf worthy. There’s zero connection between the advert and the product.
Click to expand...

And that I guess was the point, you really don't need to have the product plastered all over the screen for it to work and be memorable.

From the Marketing blog..

Introduction​

The Gorilla advertisement, a creation of Cadbury, stands as a testament to the power of creative marketing and its ability to resonate with a global audience. This groundbreaking campaign, which aired in 2007, marked a significant turning point for Cadbury and set new standards for the advertising industry.

The Genesis of the Gorilla​

A Bold Departure​

The Cadbury Gorilla ad represented a daring departure from conventional advertising. Instead of focusing solely on the product, Cadbury opted for a unique and memorable approach. The campaign introduced a playful and unexpected element by featuring a person dressed in a gorilla suit playing the drums to the rhythm of Phil Collins’ “In the Air Tonight.”

Emotional Connection​

One of the key reasons for the Gorilla advertisement’s success was its ability to establish an emotional connection with viewers. The unconventional choice of a gorilla playing the drums resonated with the audience, eliciting a wide range of emotions, from amusement to nostalgia.

The Impact on Cadbury’s Brand​

Increased Brand Visibility​

The Gorilla ad catapulted Cadbury into the global spotlight. The commercial quickly went viral, garnering millions of views on platforms like YouTube. This surge in online engagement translated into increased brand visibility and recognition.

Boost in Sales​

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Cultural Influence​

Iconic Status​

The Cadbury Gorilla advertisement has achieved iconic status in popular culture. It has been referenced in various forms of media, including movies, television shows, and even parodies. This enduring cultural impact has solidified the advertisement’s place in history.

Memorable Catchphrase​

The campaign’s catchphrase, “A Glass and a Half Full Productions,” became synonymous with Cadbury and is still associated with the brand today. This catchphrase reinforced Cadbury’s commitment to delivering joy and indulgence to its consumers.

The Cadbury Gorilla advertisement remains an exemplar of creative marketing that continues to inspire advertisers and captivate audiences worldwide. Its innovative approach, emotional resonance, and enduring cultural influence have secured its place as one of the most iconic and unforgettable advertising campaigns of all time.

By understanding the unique elements that contributed to the success of the Cadbury Gorilla advertisement, businesses can draw inspiration for their own marketing endeavors, aiming to create campaigns that leave a lasting impact on their target audience

Now, whether Jag have tried the same (but failed miserably imo) I really don't know, yes it's got people talking, but not in praise of it.
 
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