Jaguar’s Woke Commercial Was Bad… But They’re Getting DRAGGED For Pics Of The Car Itself
Are they TRYING to replace New Coke as the go-to example of catastrophic rebrand failure?
The goal of a product rebrand campaign is to generate ‘buzz’ around a struggling company, not to make it a laughingstock. Has anyone seen a product faceplant this brutal since the infamous Bud Light campaign?
It was clear that Jaguar was doubling down on ‘woke’ when we saw the bizarre commercial that, strangely, featured everything but a car. Clearly, they were trying to lean into the avant-guard inscrutable gender trends that were considered fashionable by the ‘important people’ until the pendulum began to swing the other way.
If you missed it, here’s what that commercial looked like.
The text on the screen involved a series of phrases that combined a single verb with either a noun or an adjective used as one, but one of them was ‘copy nothing’. Keep that phrase in mind… because you’re going to see it again.
Here is the Big Reveal of the car itself…. well, at the 2:58 mark of this clip, anyway. The first three minutes are the obligatory dramatic introduction and explanation of the grand themes they are hoping to convey… including that inspiration for the two depicted colors are taken from London (for the blue) and Miami (for the pink).
The internet had a field day.
Some simply pronounced the company dead.
Some took shots at the designers:
But the best digs played off of the ‘copy nothing’ line… ranging from picking out obvious copy-catting of other cars, to less conventional and funnier comparisons.
First the other cars:
There were a lot of references to the Crossfire:
The Rolls Royce:
And even Porsche:
Here are the sillier comparisons, starting with the tame ones.
Last word goes to the Bee:
Oof.
Maybe their designers should take some time off and read this, if there’s still time to salvage their brands.
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