Like Watching A Car Crash: Jaguar's Disastrous New Ad

The first rule of marketing is simple: know your audience. The second
apparently needs to be a lot more basic, maybe something like: including the
product in the pitch. The British luxury car brand Jaguar has violated both
rules egregiously with their new ad spot and brand re-launch.

A colorful and strange commercial began circulating on social media this week
and was met with derision almost immediately. The ad includes avant-garde
people dressed in vibrant, outlandish outfits. The characters can be seen
grabbing sledgehammers, painting over the camera lens, and striking poses as
the music plays.

Disjointed phrases such as �create exuberant,� �live vivid,� �delete
ordinary,� �break molds,� and �copy nothing� appear on the screen.

Copy nothing. #Jaguar pic.twitter.com/BfVhc3l09B

� Jaguar (@Jaguar) November 19, 2024


Tesla founder Elon Musk responded to the ad by echoing what so many others
were saying, writing, �Do you sell cars?�

The official Jaguar X account replied to his question and many others by
striking the same vague, cooler-than-thou tone. Some of their responses
included, �The story is unfolding. Stay tuned,� �We�re shifting gears, not
our purpose,� and �Consider this the first brushstroke.�

Customers were confused and dismayed that Jaguar would move in such a woke
direction even as other brands pulled back from this type of advertising. It
seemed obvious that no one was auditioning to be the next Bud Light train
wreck.

Jaguar, meanwhile, is just days into their brand overhaul and is already
facing heaps of criticism.

�Bye Jaguar, it was nice knowing you, to think, you were once the pinnacle of
British motor engineering,� one person wrote.

�I�m not sure you all heard, but we aren�t doing that liberal artsy bullsh**
anymore. Read the room,� a second person agreed.

Another reply said, �Didn�t you get the memo? Woke is dead. (And so is
Jaguar, by the look of this turd).�

It�s also quite telling that Jaguar posted a tagline alongside the ad
campaign that says �copy nothing.� The truth is, besides looking like a 90s
United Colors of Benetton ad, this campaign is like every other woke product
launch trying to look edgy. Petitioning to become crowned the wokest of them
all is the opposite of unique � it�s tired, it�s played, and it�s especially
puzzling now, at a time when so many brands have pulled back their overtly
woke messaging as they realize it�s just not working.

Jaguar has a host of problems that a brand re-launch probably can�t fix. But
one way to reconnect with their customers is a return to what made the car
brand covetable in the first place. It wasn�t androgynous models wielding
sledgehammers; it was fast, attractive sports cars.

Jaguar has already announced plans to phase out all gas-powered cars in favor
of electric vehicles by 2025, so maybe the death knell is inevitable. If only
they had called Black Jeremy to ask for advice before launching this
laughingstock campaign.

Compare that kaleidoscope of nightmares to Jeremy�s debuting their redesigned
2nd Gen Razor with the �2nd Greatest Commercial Ever� � a follow-up to 2022�s
�Greatest Commercial Ever.� It�s immediately obvious that Jeremy�s knows
their audience and yeah, they even managed to mention an actual product
during the ad. Both of these ads have been viewed millions of times and
launched Jeremy�s Precision 5 Razor.

The video features Daily Wire�s co-CEO and god-king Jeremy Boreing, Editor
Emeritus Ben Shapiro, plus cameos from hosts Matt Walsh, Andrew Klavan, and
Michael Knowles, taking aim at modern advertising tropes by introducing a new
face for the e-commerce brand: Black Jeremy.

Played by actor and conservative personality Siaka Massaquoi, Black Jeremy
replaces Jeremy Boreing as Daily Wire CEO to secure the purchasing power of
liberal, white women at the urging of advertising �experts� giving the
Jeremy�s Razors brand a DEI makeover.

Boreing joked on X at the time, �Woke corporations spend all of your money on
DEI. We spent it on a better razor (and a blacker Jeremy). Introducing the
Second Generation Jeremy�s Razor � radically redesigned so you can shave like
a man, not a manifesto.�

The whole commercial is a parody of wokeness, unlike the Jaguar ad, which
embarrassingly enough for them, seems to take itself very seriously despite
looking like nothing but a joke.

--
Don't jump!