Jaguar Rebrand Video Causes "WTF?" Moment - Seriously Weird

The boss of Jaguar has hit out at criticism of their new add by predictably calling it "vile hatred and intolerance" .

The video generated a rash of criticism on social media, with some right-leaning personalities accusing the company of abandoning its history and pushing into "woke" politics.

Glover told the FT he was disappointed by "the level of vile hatred and intolerance" that the video garnered online, particularly against the models it featured, adding that the campaign had received overall "positive" buzz.

He said Jag's intent was to be different from other automakers.

"If we play in the same way that everybody else does, we'll just get drowned out. So we shouldn't turn up like an auto brand," Glover said in the interview.

"We need to reestablish our brand and at a completely different price point, so we need to act differently," he said. "We wanted to move away from traditional automotive stereotypes."
www.yahoo.com...

Wow what an absolutely stupid response by the jag rep about the commercial.

Our cars have absolutely nothing that could or would set them apart from the competition actually if not for this overtly androgynous and garish display of ugly people In ugly cloths we wouldn’t be noticed at all!

Well. In some ways they are correct I did not notice jag before this ad. But now I will be ignoring them.

a reply to: gortex

Where's the car?

Is it the purple rock their all sitting on at the end?

For a car brand that's largest target buyer is rich old white dudes I don't think this will end well.

Of course everyone eventually bends the knee to ESG and Blackrock.

My guess is that the money was spent and the production was 90% complete prior to the election, expecting to ride the leftist's nauseating woke wave across America.

Big mistake

a reply to: gortex

When most of the responses to an add are negative, one must at least consider the add was a bad idea.

When the world is against you, you might have a problem beyond being paranoid.

a reply to: BeyondKnowledge3

Problem is like everyone else pursuing this agenda they are deaf to the criticism.

Glover told the FT he was disappointed by "the level of vile hatred and intolerance" that the video garnered online, particularly against the models it featured, adding that the campaign had received overall "positive" buzz.

a reply to: gortex

Well, it would seem to me they are not going to appeal to any 'genre' of folk with that advert.... and I didn't need to get paid £14 million squibs to come to that conclusion!
This is Gutfeld and guests with their take, it even includes the 'brand strategist' from a presentation he made...
Enjoy...

, adding that the campaign had received overall "positive" buzz.

Oh yeah Glover?
Where's your proof of that statement?
Rainbows
Jane

Ive always like the styling of Jags but the engineering isn't that good. I used to drive a V 12 cyl. model MK X Sedanbeast.

My friend had a MG. Both leaked oil badly and needed carb adjustments constantly.

The psychology of advertising is strange. If you even care.....


www.connectmediaagency.com...

originally posted by: gortex
The boss of Jaguar has hit out at criticism of their new add by predictably calling it "vile hatred and intolerance" .

The video generated a rash of criticism on social media, with some right-leaning personalities accusing the company of abandoning its history and pushing into "woke" politics.

Glover told the FT he was disappointed by "the level of vile hatred and intolerance" that the video garnered online, particularly against the models it featured, adding that the campaign had received overall "positive" buzz.

He said Jag's intent was to be different from other automakers.

"If we play in the same way that everybody else does, we'll just get drowned out. So we shouldn't turn up like an auto brand," Glover said in the interview.

"We need to reestablish our brand and at a completely different price point, so we need to act differently," he said. "We wanted to move away from traditional automotive stereotypes."
www.yahoo.com...

I would like to congratulate Danny Glover, ze big boss of Jaguar.

I wasn't even on the market for a new car, but when I saw that commercial : I instantly needed a Jag.

I went to Wal-Mart, and bought a Matchbox Jaguar for $1.44.

Thanks Danny Glover !

a reply to: angelchemuel

Just so I can give the middle finger to Tata.
Tata Tata!
Words still fail me! How to destroy an over 100 year heritage brand in less than 1 minute. F'ing barstewards!

Oh gosh, I knew Jaguar had been sold to a foreign company, didn't realise it was Tata.
They #ed over the Port Talbot steel works, and closed the last 'primary steel making' blast furnaces, in the UK, this year!
...it'll be all electric Jag's with Chinese batteries in a year, same as the MG badge, just purchased brands now, not British😢

a reply to: underpass61

My suspicion is, you are 100% correct. In fact, I'd bet the ad was 100% complete for months before the election and they were just sitting on it waiting for the right time to run it. Now that the election is over Jag probably figured they may as well run it and try to pick up any of that remaining anti-Trump woke sentiment. Risky ploy on their part, but the money was already spent. What's curious though is, producing the ad is one thing, but it still costs money to air it.

Just take a look at what Bud Light has done with their recent advertising campaign. They've ditched that one dudette in favor of the exact opposite with Shane Gillis. A full 180! Anheuser Busch lost billions on that debacle.

On a rather funny note, the wife and I rented a Jag once. Alamo was out of the car we had reserved, so they upgraded us to this Jag for free. Hey, no worries, right? Well, except for one thing...we had rented a Jeep. AND...we had intended to go four wheeling with it! Sooooo...the Jag went four wheelin' in the mountains! LOL!

We did get some puzzled looks when we returned the car with mud on the roof and tumble weeds sticking out of the grille.

a reply to: gortex

Given that Jaguar aren't actually making cars at the moment - they're retooling for a radical shift in product - this is about brand recognition and nothing else.

The usual suspects will be very upset about it but, as this ad from thirty years ago shows, there's nothing new under the sun:

a reply to: BasicResearchMethods

- this is about brand recognition and nothing else.

Seems like a curious choice for a producer of cars.


That's put me off electric cars even more.

a reply to: gortex

Product isn't the same as brand and hasn't been for decades - as Trump, Branson, Bezos, and Musk will tell you.

originally posted by: BasicResearchMethods
a reply to: gortex

Product isn't the same as brand and hasn't been for decades - as Trump, Branson, Bezos, and Musk will tell you.

So true...

I can feel the salvation flooding my spirit when I read the Trump Bible. Best $60usd I've ever spent!!

a reply to: gortex

Derek Zoolander drives a Jaguar.