Well, if I were a Jag car -salesman- salesperson, I wouldn't be too thrilled about the add. They're selling cars, show the car. Put in a _woke_ driver if you want, but show the car. It's not rocket science.
The cars haven't been revealed yet. It's about changing the brand and getting you talking. Yes, regarding salespersons, I've been in many car showrooms as I'm looking for a new car, and there are a mix of genders there, not just men. If you only want to live in a world of men, become a monk.
I am a motoring journalist with inside info on the Jaguar story... Sadly (and this is a British management issue, not the Indian owners) the desperation to modernise the image will date too quickly. The new electric cars are over a year late. They have wasted a lot of money changing direction on what kind of electric cars they will make. The XF and XE were great cars ignored by Farage and his mates in favour of German brands and the Jaguar management focused on Land Rover and let Jaguar wither on the vine. Going electric is inevitable but they need to properly back and believe in the brand. Land Rover sales have boomed on the back of the SUV fad and fads wane. But re-design the cars. Don't bury the logo. Nothing dates faster than current fonts and fads
100% - it's a logo that is very much dated to this period, which is the naffist thing you can do as a brand. It doesn't look like it's futuristic, it looks like it's a vape shop in 2024.
I agree, I spent 5 mins with Chat.gpt's Dall-e 4 and the results were far better than their current rebrand, dodgy words in signs included. I put a link in my previous but it was deleted. I'll try again in a reply below...
Anyone under 50 seeing the original Jaguar growler logo just thinks of aging divorced dads and naff used cars. If you want the brand to survive at all it needs this kind of do or die overhaul because it was terminally ill anyway
Somewhere they've made a calculation that their core audience needs to drastically change and they want to move away from their old-boy silver-haired image. This is probably clever to get everyone reacting to their silly 80s modern art, so they can then push out a new aesthetic. The problem is, it's not original. That's what annoys me. It might as well be a Renault Clio.
They mention the Boots advert and representing everyone who shops in Boots, however the advert has no white women and especially white men (apart from lazy Santa)
Thanks for having an expert's view from Richard Huntingdon of Saatchi & Saatchi. At times like this, cool, calm comment is exactly what you need. Well done NE!
@@TheOracleNetwork1So why are you crying? It's not your campaign, and you are not the younger/ early middle aged demographic they're looking for. Go fill your pipe with baccy and read a book. Or the Daily Heil
"If it’s a disaster , the CEO will carry the can" If it’s a disaster , the CEO will -carry the can- be handed a golden parachute and workers will be fired. There, fixed it for you.
If you're covering the Ireland parliamentary election, could you also cover the Iceland parliamentary election the next day? Also, please don't do the flash mob dance; this is not 2010.
I don’t understand why the advert is being labeled as “woke.” It’s simply a poorly executed ad-dorky, pretentious, outdated, and completely misaligned with the brand’s image. They clearly tried to take a different approach, but it fell flat. You’re absolutely right that a brand like Jaguar cannot rely solely on UK sales; the market is too small to sustain them. Historically, Jaguar had a strong identity rooted in its legacy, but that has been severely eroded over the past few decades, with their cars failing to meet the mark. There is still potential for Jaguar to revive its brand, but their window of opportunity is narrowing. You can’t neglect a name for so long and expect it to retain its value indefinitely. It’s time for a bold and well-executed comeback, or they risk losing what’s left of their heritage. And again, dorky is a better word than "woke" for that advert. I think you are overthinking this, the advert is just bad, aesthetically gross. Car buyers don't want to be associated with weirdly dressed models with strange haircuts. At least not the masses, it may work for a very niche and premium brand as pointed out.
Don't read too much into the Jaguar rebranding. They are *not* going to sell £150k luxury EVs to the demographic they're targeting. These people don't even like cars.
Apart from the actual word "Jaguar", they're basically launching a brand new company. They're literally stopping production of all but 1 current model and re-launching in 2026 as an all electric car company with all new models. Why not just retire Jaguar and invent a new brand?
@@declanwalsh3216 A comment from the Anti-EV brigade; still living in the unsustainable past. Have you heard about climate change, mate? It's happening around you as we speak.
I don't care for the ad, ads are supposed to generate discussion and more people have spoken about Jaguar now than have done for years, but the new logo is very dated to this period and looks really cheap. I would have expected this from Peugeot or Skoda
@@Payteer Yes on one level you are right but its about 'real politique' and national interest trumps all. When Germany tightened border controls to the criticism of its neighbours it did so out of national interest not the EU's.
Hoisting the “woke” petard is guaranteed “viral” coverage in all media and platforms. No one offended by this bonkers video is going to be one of the “early adopters”, that are needed in their tens of thousands for the company to stand a chance of surviving until the following generation of cars are produced and/or mainstream adoption occurs. I’m not sure it will work but I think it’s a very brave and logical gamble.
@ well I am not really that interested in this being “news” everywhere I guess - but what it has done is create a lot of publicity so for all the jag enthusiasts out there I hope the car meets you expectations. My Dad had two vintage jags back in the day. (Confession - I dont even drive!)
For people in automotive circles it's got nothing to do with woke, its just such a bonkers, poorly judged rebrand that tosses out heritage, reputation and coolness. And why are the EV models being dragged in to this? Why is a vehicles motive power being assigned political and perjorative terms? The "Woke" part comes from the smoothbrains who are stimulated by the bright colours and diverse cast. In a pre-Trump pre-"Woke" world there was a lot of talk about trying to appeal to the "Pink Pound" which was a group that were less likely to have children and more disposable income for various reasons. The wider media embracing the "Woke" term is a sign of severe brain rot; anyone cogniscent of an individuals right to be whatever they want to be is not "Woke", they're just a basic effin' human being with a modicum of empathy; something that's vital for any effin' society to function correctly.
I think this ad is genius. Every one is talking about it. Across all media. Job done. P.S Please please stop giving Farage air time. The man is not only an idiot - he is a dangerous idiot.
Im afraid we live in a right wing populist dystopia where everyone scrambles around desperate for likes parroting the same talking point as the most popular tweet so they to get a peace of the likes which then drives this feed back loop where the content that’s created dare challenges this now popular view for the penalty would be dislikes, no promotion and no money, so they just reinforce this narrative which becomes engrained in peoples opinions as sways their thinking regardless of if that viewpoint has any factual bases in reality.
Jaguar needed to change ... but they've said they're going after the Bentley market. The first question is is this approach/design ethos going to attract that market and are they trying to sell to a market that won't be there? ... and secondly, why are Jaguar going full electric when most manufacturers are leaving that behind and going hybrid as they're not selling enough new EVs any more? ... reminds me of that old Volkswagon Golf ad that started off "This is the man who moved into bonds when the smart money was buying gold ... etc" ... Jaguar are surfing behind the wave.
You're so looking at the UK market due to cost of living crisis and the fossil fuel lobby putting out disinformation. However, despite other challenges like tightening profit margins, fluctuating battery metal prices, and changes in government incentives, the global EV market is expected to maintain its growth trajectory. Projections indicate that EV sales could reach 31.1 million units by 2030, with the total global stock approaching 145 million under current policies.
Surely the point was to get everyone talking about it, so it worked? "It doesn't have any cars in it!" - Fine, go lookup what the car looks like if you're that interested. Seems to have been a success to me.
This! I haven't seen the ad and this is the first I've heard of it, from the News Agents of all people! So if they were after exposure I'd say it's more than worked
A rebrand won’t save them. They’re dying as a product - no one wants them. Too expensive to be affordable, too mainstream to be a high end product that competes with Ferrari or Lamborghini
In terms of volume of eyes on screens to sales, It will work. 99.99% of people who whine about this Ad wont buy a car anyway and has highlighted a new luxury product to the people who will. Super wealthy
Amusingly, Rover didn't think it was a "retro" brand. It had no money for R&D... and what little it had was grasped and kept by the Phoenix Four. The "retro" Rovers were just coincidentally retro. In truth they were just old and tired. 😊
This is absolutely vital journalism. With all the incredibly trivial wars, suffering and upheaval all around the world it's pivotal that subjects like this are given the time and space they deserve. Oh no, wait you're talking about an advert and a bonnet/hood ornament.
Jaguar are going to be exclusively electric and looking to sell EV’s that cost over £100,000, not chocolate bars. If you aren’t in the market for a brand new £100k EV, Jaguar doesn’t care what you think. In fact the more noise you make complaining about it the better.
Someone please advise Maitlis the "investigative journalist" that an electric Jaguar is NOT RADICAL, because the i-Pace has been on sale since 2018.🤣🤣🤣 Seriously - could she get a job ANYWHERE except the state broadcaster??
I feel like controversies like these dont do anything for the product -either way. It just becomes content for both sides of media where they keep spinning it to make their point.
I enjoy when companies say “copy nothing” and do something every other company is doing. In this case it’s make a flashy perfume advert, change your logo into lowercase lettering, and then release yet another luxury EV where the luxury aspect only exists to justify the price of the battery.
As @1maico1 said above, it's "Copy Nothing" statement is a quote from the the companies original founder William Lyons who said "'A Jaguar should be a copy of nothing''
A missed opportunity here to address the reasons behind the comments left in response to the adverts in discussion. Many mention simply that 'this is woke nonsense and I will not be shopping here again' none are so bold as to mention what they mean by this. Firstly, I will point out that those who comment are feeling threatened. They feel that their representation, if not included in these adverts, means the brand is not for them, and on a deeper level, their monotheistic beliefs are being challenged. This is then harnessed as a tool to conjure political change where the right wing puppeteers stir up emotion to push their agenda - as seen in Merica. Secondly, I want to highlight that there is an underlying feeling of racism and a rallying cry against non-binary gender representation. Again, fueled by Monotheistic Conservatism.
They should have re-released the old cars ... but electric. There has been huge demand for a Tesla roadster -- now the Tesla brand is toxic, Jaguar should have stepped into that space.
The need for Jaguar cars to be rebranded flies in the face of logic, in that the major German manufacturers have not found a need to change their approach and brands, which have been established over many decades. Let's be consistent. Land Rover is a success story, so why can't Jaguar adopt the same principles without throwing the baby out with the bathwater for the sake of their attempt to appeal to a 'younger clientelle', which probably doesn't exist, at the expense of their established, proud history?
Am I missing something? Jaguar cars are priced from around £35k? Double what i have paid for a car... but still pretty mainstream? It seems that the new brand is likely... in effect, a new brand? To me the imagery just looks "Sci-Fi". Nothing to see here....
I don't get the add personally it wouldn't make me buy a car I can't afford. But what exactly is woke about it? Because it has people of different races? It's not really something to loose sleep over.
Is that farage feigning outrage whilst selling the UK off and wrapping it up in the Union Jack and chatting about sovereignty- see Brexit, see fishermen and now he’s going for the farmers . Rule Britannia….
I'm a Jaguar owner, I've loved the brand since I was a child. I'm remaining optimistic about what they're doing. The teasers they've been putting out after the ad make me think the cars could look incredible.
Is Electric REALLy the way to go? In many many ways EV's just shift the carbon footprint away from the consumer back into industry and electricity generation, we have to move away from fossil but I fear EV's could be the automotive equivalent of the Squariel
@@davehopkin9502 As of 2023, renewable energy sources accounted for approximately 30% of global electricity generation. This marks a significant increase from previous years, driven primarily by the rapid expansion of solar and wind energy. So what where you saying?
Our attention is who we are- where we choose to place, direct, invest it is one of our most important decisions - you could call attention a moral act (as our attention changes the world) I really don’t understand why anyone cares so much about an ad, a company branding, spending time and energy being vexed about it, talking about it, arguing about it - it’s bizarre
There is a ban on Internal combustion engines by 2035. Sales have been declining for years so it makes a certain amount of sense to go all electric and freshen the brand but I would have get the old logo.
Jags have the reputation of being for the pensioner playing golf and having G&T in the evening. They need to re-brand but not lose the grace, space and pace. Electric can work for that. The "roar of a V8" was never the Jag ideal. Farage is the perfect bloke to avoid in terms of image.
I agree 100% with the Saatchi Planner. He is correct in pretty much every aspect. It's a brand video, not an ad. The car ad is yet to come. Also, the leaping Jaguar is still in the brand toolkit; the grille badge (which isn't great and has never been great) has just been replaced.
Not a backlash, the brand lost its way years ago and expensive electric rolls Royce like cars is going to doom the company. The combustion engines they made over the last 8 years are terrible and fail often. Battery at 100 k is not going to do it.
It was just a joyless advert that left me cold. The messaging, such that there was was lost on me. It is only woke if you make assumptions about the models which is a pretty un-woke thing to do.
Pink is not a primary colour. Maybe just maybe include a car in your ad. ? As a consumer it's message was lost on me ? Edit If the actual car looks stylish then maybe people can see past the dulux ad ?
What I don't understand is why they have a problem with the hard right winning free and fair elections. Surely that's the democracy you advocate in action. You can't argue for democracy only if it goes your way. I'm of the left but whether it be in Rumania or the US the people vote for what they want and we need to respect that. Actually, I think democracy is bound to end this way
It's too cold for 1 April, so what's going on at Jaguar? 🤨 For some reason, the new brand symbol of a pair of 'J's reminds me of a bland 1970s TV channel ident.
Some ad agency creative has been let loose to be creative and not been held to any sort of brief. It's generating lots of chatter and will not swing the purchase consideration needle one milimetre, It's a pointless waste of money at a time when they have nothing to sell.
Inspector Morse, Simon Templar, Gambit and Steed would be horrified with Jag now. 2.5 tonne SUV’s that are electric will never be loved by enthusiasts or because classics
The minute we seen the royal family swanning around in an audi the writing was on the wall for jaguar, i said they'd be gone by the end of the decade, having now seen this add i suspect they'll be gone within a couple of years
One of the problems with this film is that it is so boringly arty farty that many are wondering if it is a parody of woke . Zoolander did that well in the fashion industry .Parodying your own brand may not be a wise move
I’m in the age group to potentially want a Jag, therefore I’m old enough to have seen pop videos and advertising photography since the 1980s. Which makes the advert very meh, derivative imagery and the hilarious “copy nothing” while the whole thing is a copy. Retro 1980s-90s is very “in” so there’s nothing interesting about the ad because it’s been done so much already.
@ while I unfortunately agree, the discussion was on the success of the advertising campaign. And considering we are all talking about Jaguar now, that’s a big success for an ad campaign. However ads will only get you so far and if the car is bad the best ad campaign in the world won’t save it.
Maitlis thinks its boomer issue with intolerance to wokeness....she just doesn't get it...EVERYONE IS FED UP with wokeness not just boomers. i'm a black Trump supporter and she fails to realise that its not just a certain demographic of people that she has pictured in her mind that are fed up with this woke nonsense. she is so out of touch with the common man and woman, she has such an elitist mentality. READ THE ROOM EMILY!!!
“You can sell a young man’s car to an old man, but you can’t sell an old man’s car to a young man” Jag are seem as Old men's cars, younger people aspire to BMW not Jag. Sensible commentators all saying the same thing, Jag is dead unless they do something different. They tried creating competitors for 3/5 etc BMW's and that didn't work, they have gone retro (S-Type) and that wasn't successful.
Why is a pink logo woke do they hear themselves? I’ve said this before and I’ll say it again - car fanatics don’t buy cars. Furthermore, Jaguar’s history is literally about reinventing to themselves in provocative ways
Anti-globalist backlash against the incumbent party. Same sentiment sees the Labour Party widely loathed within months. Labour won 1/3rd of the vote (and only 20% of potential voters) to obtain 2/3rds of seats.
What's the problem? I though Jags were famously unreliable.... so this should be an improvement, surely? edit/ I decided to google it and came across the following comment on reddit: "Jaguar hasn't been able to escape the horror that was British Leyland. Jaguar's reputation sunk under the collosus that was British Leyland and all the bad that came out of the 70s to mid 80s. To be fair to critics the cars of that era (think series II XJ, XJS, and early series III XJ's) were abysmally built. Just laughably bad cars in terms of overall reliability." "That turned around in the 90s when they were bought by Ford. Jaguar got billions to update production technology and quality control. X300 and x308 Jaguars are some of the best, most refined cars the company ever built. They had their faults but are few and easily identifiable." "TATA era Jaguars are mostly ok from what I hear. Later XJs seem pretty reliable and luxurious. The Diesel ingenium engines had massive failures, but those were resolved later on. Mostly complaints are about electronics which give owners a hassle." "Jaguars today are no more or less reliable than their German counterparts. People who just trash Jaguar are too lazy to research or stuck in the 70s. It also is reflective of the modern consumer that doesn't take the time to research and care for their cars. "
How many people can afford a car over £100,000? You’re selling to foreign buyers not British people,fortunately it’s an Indian company so who cares?✌️❤️🇬🇧
No one except the super-rich will be able to afford the all-electric cars if you read what's coming out of JLR. Apparently, they are going to close down most of the UK dealerships or repurpose them.
Last throw of the coin. Probably worth it if all they are selling is 60,000 - which spells the near end , anyway. If it has infuriated the gammons, who cares?
Well, if I were a Jag car -salesman- salesperson, I wouldn't be too thrilled about the add.
They're selling cars, show the car. Put in a _woke_ driver if you want, but show the car.
It's not rocket science.
The cars haven't been revealed yet. It's about changing the brand and getting you talking. Yes, regarding salespersons, I've been in many car showrooms as I'm looking for a new car, and there are a mix of genders there, not just men. If you only want to live in a world of men, become a monk.
I am a motoring journalist with inside info on the Jaguar story... Sadly (and this is a British management issue, not the Indian owners) the desperation to modernise the image will date too quickly.
The new electric cars are over a year late. They have wasted a lot of money changing direction on what kind of electric cars they will make.
The XF and XE were great cars ignored by Farage and his mates in favour of German brands and the Jaguar management focused on Land Rover and let Jaguar wither on the vine.
Going electric is inevitable but they need to properly back and believe in the brand. Land Rover sales have boomed on the back of the SUV fad and fads wane. But re-design the cars. Don't bury the logo. Nothing dates faster than current fonts and fads
100% - it's a logo that is very much dated to this period, which is the naffist thing you can do as a brand. It doesn't look like it's futuristic, it looks like it's a vape shop in 2024.
I agree, I spent 5 mins with Chat.gpt's Dall-e 4 and the results were far better than their current rebrand, dodgy words in signs included. I put a link in my previous but it was deleted. I'll try again in a reply below...
@@turbokadett UA-cam tends to hide posts with links to limit spam.
It was clear to the entire world that the product needed an overhaul, not the brand. The brand's font is the same used by Dyson.
Anyone under 50 seeing the original Jaguar growler logo just thinks of aging divorced dads and naff used cars. If you want the brand to survive at all it needs this kind of do or die overhaul because it was terminally ill anyway
4:12 …you think the is ad is gonna go down well in China and India?
Interesting.
🤦🏽♂️
You’d think they’d have different ads for different countries/regions… now there’s an idea no one ever thought about 🙄
Somewhere they've made a calculation that their core audience needs to drastically change and they want to move away from their old-boy silver-haired image. This is probably clever to get everyone reacting to their silly 80s modern art, so they can then push out a new aesthetic.
The problem is, it's not original. That's what annoys me. It might as well be a Renault Clio.
Nicole?
They mention the Boots advert and representing everyone who shops in Boots, however the advert has no white women and especially white men (apart from lazy Santa)
Thanks for having an expert's view from Richard Huntingdon of Saatchi & Saatchi. At times like this, cool, calm comment is exactly what you need. Well done NE!
If it works , it’s a genius move by all involved. If it’s a disaster , the CEO will carry the can . Time will tell I suppose.
There is no way it can work. It is dogshit.
It obviously won't work.
@@TheOracleNetwork1So why are you crying? It's not your campaign, and you are not the younger/ early middle aged demographic they're looking for.
Go fill your pipe with baccy and read a book. Or the Daily Heil
"If it’s a disaster , the CEO will carry the can"
If it’s a disaster , the CEO will -carry the can- be handed a golden parachute and workers will be fired.
There, fixed it for you.
Don't be daft it has already destroyed an iconic brand, no going back now.
If you're covering the Ireland parliamentary election, could you also cover the Iceland parliamentary election the next day? Also, please don't do the flash mob dance; this is not 2010.
I don’t understand why the advert is being labeled as “woke.” It’s simply a poorly executed ad-dorky, pretentious, outdated, and completely misaligned with the brand’s image. They clearly tried to take a different approach, but it fell flat.
You’re absolutely right that a brand like Jaguar cannot rely solely on UK sales; the market is too small to sustain them. Historically, Jaguar had a strong identity rooted in its legacy, but that has been severely eroded over the past few decades, with their cars failing to meet the mark.
There is still potential for Jaguar to revive its brand, but their window of opportunity is narrowing. You can’t neglect a name for so long and expect it to retain its value indefinitely. It’s time for a bold and well-executed comeback, or they risk losing what’s left of their heritage.
And again, dorky is a better word than "woke" for that advert. I think you are overthinking this, the advert is just bad, aesthetically gross. Car buyers don't want to be associated with weirdly dressed models with strange haircuts. At least not the masses, it may work for a very niche and premium brand as pointed out.
It's woke because the characters are freaks, not a normal White male among them.
Don't read too much into the Jaguar rebranding. They are *not* going to sell £150k luxury EVs to the demographic they're targeting. These people don't even like cars.
Apart from the actual word "Jaguar", they're basically launching a brand new company. They're literally stopping production of all but 1 current model and re-launching in 2026 as an all electric car company with all new models. Why not just retire Jaguar and invent a new brand?
Because they want the best of both worlds and are hedging their bets.
A historic brand that made E types, C types, D types, Mk 2, XJ, XJS XK120 etc. Enthusiasts are not wanting 2.5 tonne electric suv’s
@@declanwalsh3216 A comment from the Anti-EV brigade; still living in the unsustainable past. Have you heard about climate change, mate? It's happening around you as we speak.
I don't care for the ad, ads are supposed to generate discussion and more people have spoken about Jaguar now than have done for years, but the new logo is very dated to this period and looks really cheap.
I would have expected this from Peugeot or Skoda
More people spoke about Bud Light than ever before and look how that worked out.
Look at the moral panic over the Tango ads. Or Cadbury Flake. Sales soared
Funny... countries like Hungary were very happy to let Brussels foot the bill to build up their infrastructure etc.
You mean they were self-interested rather that having any deep felt love of the European political vision. Sounds quite rational to me.
@@alannorman4097 Selfish, you mean.
@@Payteer Yes on one level you are right but its about 'real politique' and national interest trumps all. When Germany tightened border controls to the criticism of its neighbours it did so out of national interest not the EU's.
It’s not an ad - it’s a brand video - why is anyone bothered?
What is the brand Jaguar's single friggin product???
Hoisting the “woke” petard is guaranteed “viral” coverage in all media and platforms. No one offended by this bonkers video is going to be one of the “early adopters”, that are needed in their tens of thousands for the company to stand a chance of surviving until the following generation of cars are produced and/or mainstream adoption occurs. I’m not sure it will work but I think it’s a very brave and logical gamble.
You are obviously not a motoring / Jag enthusiast
@ well I am not really that interested in this being “news” everywhere I guess - but what it has done is create a lot of publicity so for all the jag enthusiasts out there I hope the car meets you expectations. My Dad had two vintage jags back in the day. (Confession - I dont even drive!)
@@JohnHaveaguessGoogle well it is a teaser - it isn’t meant to tell the whole story - they are just trying to get attention and this they have done….
For people in automotive circles it's got nothing to do with woke, its just such a bonkers, poorly judged rebrand that tosses out heritage, reputation and coolness.
And why are the EV models being dragged in to this? Why is a vehicles motive power being assigned political and perjorative terms?
The "Woke" part comes from the smoothbrains who are stimulated by the bright colours and diverse cast.
In a pre-Trump pre-"Woke" world there was a lot of talk about trying to appeal to the "Pink Pound" which was a group that were less likely to have children and more disposable income for various reasons.
The wider media embracing the "Woke" term is a sign of severe brain rot; anyone cogniscent of an individuals right to be whatever they want to be is not "Woke", they're just a basic effin' human being with a modicum of empathy; something that's vital for any effin' society to function correctly.
How many people in Farage’s constituency can afford a Jag?
Fartage has spent more days in America than he has in Clacton.
bizarre take. Jaguar are getting slaughtered the whole globe over not just one tiny place in England.
As transport or accommodation?
I sold a 2016 XF last month for €3,000, so not very expensive. They loose so much money because they are not a poor product
Farage has a constituency? Ah yes, I remember, used to be a seaside resort
Hilarious on so very many levels
Copy nothing is a quote from the the companies original founder William Lyons who said "'A Jaguar should be a copy of nothing''
In the books Morse drove a Lancia.
If Nigel Farage is whining about what Jaguar are doing, there can’t be much wrong with it.
Fartage has the time to moan about an ad, but doesn't have the time to visit his clinic in Clacton.
I hope his constituents are noticing
😂
@@isabellewhite3505😂
I probably wouldn't decide the merits of an marketing campaign based on that.
Agreed
Emily is in a different class so much intellect and the X-factor
The whole crew are special
There's nothing radical about an electric Jaguar. They've been making the I-Pace since 2018.
Want a Jaguar electric car that I will never be able to afford. Thanks guys.
I think this ad is genius.
Every one is talking about it.
Across all media.
Job done.
P.S
Please please stop giving Farage air time.
The man is not only an idiot - he is a dangerous idiot.
What clueless woke nonsense
Im afraid we live in a right wing populist dystopia where everyone scrambles around desperate for likes parroting the same talking point as the most popular tweet so they to get a peace of the likes which then drives this feed back loop where the content that’s created dare challenges this now popular view for the penalty would be dislikes, no promotion and no money, so they just reinforce this narrative which becomes engrained in peoples opinions as sways their thinking regardless of if that viewpoint has any factual bases in reality.
To the Right, the term 'woke' seems to be suffering from ever expanding concept creep. Soon saying "thank you" will be woke too.
If Farridge hates it I want one. No, make that two.
Yeah! Two Jags Jakobek!
@@Roy-gi5ul Ha ha! If only. 😁
It's two jags Prescott coming back from the grave
Jaguar needed to change ... but they've said they're going after the Bentley market. The first question is is this approach/design ethos going to attract that market and are they trying to sell to a market that won't be there? ... and secondly, why are Jaguar going full electric when most manufacturers are leaving that behind and going hybrid as they're not selling enough new EVs any more? ... reminds me of that old Volkswagon Golf ad that started off "This is the man who moved into bonds when the smart money was buying gold ... etc" ... Jaguar are surfing behind the wave.
You're so looking at the UK market due to cost of living crisis and the fossil fuel lobby putting out disinformation. However, despite other challenges like tightening profit margins, fluctuating battery metal prices, and changes in government incentives, the global EV market is expected to maintain its growth trajectory. Projections indicate that EV sales could reach 31.1 million units by 2030, with the total global stock approaching 145 million under current policies.
Musk saying it doesn't look like a car needs to take a look at the Cyber Truck and give himself an uppercut
Surely the point was to get everyone talking about it, so it worked? "It doesn't have any cars in it!" - Fine, go lookup what the car looks like if you're that interested. Seems to have been a success to me.
This! I haven't seen the ad and this is the first I've heard of it, from the News Agents of all people! So if they were after exposure I'd say it's more than worked
Yeah....Nah.
I dont think the discussion round this ad would make people go look up the car
Lots of people talked about Bud Light as well, they lost a fortune.
You completely fail to see the point by that comment then.
Can’t imagine Arthur Daley driving a 2.5 tonne electric suv Jag or being associated with the woke culture
Is this topic really worth a whole episode?
Yes, it’s Jags
I thought their cars were unreliable and the build quality was poor and not worth their price ✌️❤️🇬🇧
Automotive reporters don't understand that EVs are a different machine from fossil fuel cars; you can't compare them.
A rebrand won’t save them. They’re dying as a product - no one wants them. Too expensive to be affordable, too mainstream to be a high end product that competes with Ferrari or Lamborghini
They were never usually targeting those two except for E type and XJS. The usual market was S Class/ 7 Series and RR / Bentley
In terms of volume of eyes on screens to sales, It will work.
99.99% of people who whine about this Ad wont buy a car anyway and has highlighted a new luxury product to the people who will. Super wealthy
Listening to the interviewee the word “Golgafrinchan” keeps popping into my head.
Amusingly, Rover didn't think it was a "retro" brand.
It had no money for R&D... and what little it had was grasped and kept by the Phoenix Four.
The "retro" Rovers were just coincidentally retro. In truth they were just old and tired. 😊
To the right woke means "i just saw a black person on telly"
Or an independent woman.
The kind of people that think a black family in a Sainsbury's Xmas ad is unnatural but are ok about a talking carrot.
Basically, yes. Let's cut to the chase.
no, it doesn’t. Woke means people who view every social and economic scenario through the lens of identity politics.
@@SteelExoskeletonquite the opposite. Women with independent thought on the gender issue are being threatened by the woke left.
This is absolutely vital journalism. With all the incredibly trivial wars, suffering and upheaval all around the world it's pivotal that subjects like this are given the time and space they deserve. Oh no, wait you're talking about an advert and a bonnet/hood ornament.
Why not divert some anger at the waste of space MP that started this debate by shaking his fist at the moon?
They are talking about wars / elections non stop. There are other things to talk about. I take it you’re not a motoring / Jag enthusiast
i dont care, im 23, and my dream car is still a Jaguar
Jaguar are going to be exclusively electric and looking to sell EV’s that cost over £100,000, not chocolate bars. If you aren’t in the market for a brand new £100k EV, Jaguar doesn’t care what you think. In fact the more noise you make complaining about it the better.
Someone please advise Maitlis the "investigative journalist" that an electric Jaguar is NOT RADICAL, because the i-Pace has been on sale since 2018.🤣🤣🤣
Seriously - could she get a job ANYWHERE except the state broadcaster??
You're so wrong. Jaguar is going total electric, not just one model as was before, so she is correct.
I feel like controversies like these dont do anything for the product -either way. It just becomes content for both sides of media where they keep spinning it to make their point.
I enjoy when companies say “copy nothing” and do something every other company is doing.
In this case it’s make a flashy perfume advert, change your logo into lowercase lettering, and then release yet another luxury EV where the luxury aspect only exists to justify the price of the battery.
As @1maico1 said above, it's "Copy Nothing" statement is a quote from the the companies original founder William Lyons who said "'A Jaguar should be a copy of nothing''
A missed opportunity here to address the reasons behind the comments left in response to the adverts in discussion. Many mention simply that 'this is woke nonsense and I will not be shopping here again' none are so bold as to mention what they mean by this.
Firstly, I will point out that those who comment are feeling threatened. They feel that their representation, if not included in these adverts, means the brand is not for them, and on a deeper level, their monotheistic beliefs are being challenged.
This is then harnessed as a tool to conjure political change where the right wing puppeteers stir up emotion to push their agenda - as seen in Merica.
Secondly, I want to highlight that there is an underlying feeling of racism and a rallying cry against non-binary gender representation. Again, fueled by Monotheistic Conservatism.
They should have re-released the old cars ... but electric. There has been huge demand for a Tesla roadster -- now the Tesla brand is toxic, Jaguar should have stepped into that space.
John
...Lovely watch....don't make yourself a target on the street...you have been warned !⌚⚠️
The need for Jaguar cars to be rebranded flies in the face of logic, in that the major German manufacturers have not found a need to change their approach and brands, which have been established over many decades. Let's be consistent. Land Rover is a success story, so why can't Jaguar adopt the same principles without throwing the baby out with the bathwater for the sake of their attempt to appeal to a 'younger clientelle', which probably doesn't exist, at the expense of their established, proud history?
Am I missing something? Jaguar cars are priced from around £35k? Double what i have paid for a car... but still pretty mainstream? It seems that the new brand is likely... in effect, a new brand? To me the imagery just looks "Sci-Fi". Nothing to see here....
Jags are priced from £65k upwards. I think you're still living in the 90s.
I don't get the add personally it wouldn't make me buy a car I can't afford. But what exactly is woke about it? Because it has people of different races? It's not really something to loose sleep over.
Is that farage feigning outrage whilst selling the UK off and wrapping it up in the Union Jack and chatting about sovereignty- see Brexit, see fishermen and now he’s going for the farmers . Rule Britannia….
This one advert has gotten worldwide coverage worth hundreds of millions,
Exactly no such thing as bad PR. Ask one D Trump.
@@damiantowtell Bud light that
@@denisedeane8218 I prefer to ask Trump, he's a better example
….and everyone is talking about Jag when before no one was.
Remember electric cars are seen more as devices than a utility machine.
I'm a Jaguar owner, I've loved the brand since I was a child. I'm remaining optimistic about what they're doing. The teasers they've been putting out after the ad make me think the cars could look incredible.
I don't object to the advert but I think the new logo looks cheap.
In any case, electric is clearly the way to go. Might as well take the plunge ahead of some others.
Is Electric REALLy the way to go? In many many ways EV's just shift the carbon footprint away from the consumer back into industry and electricity generation, we have to move away from fossil but I fear EV's could be the automotive equivalent of the Squariel
@@davehopkin9502 Yes, because you can more easily regulate industry and electricity generation than you can the consumer.
@@davehopkin9502 As of 2023, renewable energy sources accounted for approximately 30% of global electricity generation. This marks a significant increase from previous years, driven primarily by the rapid expansion of solar and wind energy. So what where you saying?
Our attention is who we are- where we choose to place, direct, invest it is one of our most important decisions - you could call attention a moral act (as our attention changes the world) I really don’t understand why anyone cares so much about an ad, a company branding, spending time and energy being vexed about it, talking about it, arguing about it - it’s bizarre
There is a ban on Internal combustion engines by 2035. Sales have been declining for years so it makes a certain amount of sense to go all electric and freshen the brand but I would have get the old logo.
She almost laughed when she said RawDongLover.Sorry i did to.hahaha
Jags have the reputation of being for the pensioner playing golf and having G&T in the evening. They need to re-brand but not lose the grace, space and pace. Electric can work for that. The "roar of a V8" was never the Jag ideal. Farage is the perfect bloke to avoid in terms of image.
no backlash , just missunderstnading that they had been used to promote jaguar in a marketing campaign by a genius !
I think they are going for cheap electric cars to sell to people in the advert!
Well, everyone’s talking about Jaguar. So, the Marketing Department………….genius
I agree 100% with the Saatchi Planner. He is correct in pretty much every aspect. It's a brand video, not an ad. The car ad is yet to come. Also, the leaping Jaguar is still in the brand toolkit; the grille badge (which isn't great and has never been great) has just been replaced.
What exactly is the ONE PRODUCT the brand has to sell again???
They are not a British company anymore
but they are made here still, UK jobs and all.
Not a backlash, the brand lost its way years ago and expensive electric rolls Royce like cars is going to doom the company. The combustion engines they made over the last 8 years are terrible and fail often. Battery at 100 k is not going to do it.
Why does Jon not really look at Emily when he talks? It's freakin weird.
He's trying to look towards the viewer, but staring into a camera lens feels strange.
@@jokedejojo maybe... but he doesn't even really look at the camera. He seems to be just looking into nowhere. I just find it weird.
It was just a joyless advert that left me cold. The messaging, such that there was was lost on me. It is only woke if you make assumptions about the models which is a pretty un-woke thing to do.
Only the farage flag-shaggers made assumptions that it was "woke".
Pink is not a primary colour. Maybe just maybe include a car in your ad. ? As a consumer it's message was lost on me ? Edit If the actual car looks stylish then maybe people can see past the dulux ad ?
Jaguar had better hope their product appeals to the public..else its the death of Jaguar.
They were dying under the old guise, so they needed to change.
Farage wanting a business to shut..unbelievable
What I don't understand is why they have a problem with the hard right winning free and fair elections. Surely that's the democracy you advocate in action. You can't argue for democracy only if it goes your way. I'm of the left but whether it be in Rumania or the US the people vote for what they want and we need to respect that. Actually, I think democracy is bound to end this way
but the hard right are supported in so many ways by billionaires for their own aims and Putin, not for the average people in these countries.
It's too cold for 1 April, so what's going on at Jaguar? 🤨 For some reason, the new brand symbol of a pair of 'J's reminds me of a bland 1970s TV channel ident.
Some ad agency creative has been let loose to be creative and not been held to any sort of brief. It's generating lots of chatter and will not swing the purchase consideration needle one milimetre, It's a pointless waste of money at a time when they have nothing to sell.
Inspector Morse, Simon Templar, Gambit and Steed would be horrified with Jag now. 2.5 tonne SUV’s that are electric will never be loved by enthusiasts or because classics
Sorry I should have said become classics
@@declanwalsh3216 King Charles had an I-pace for years.
Prescot’s turning in his grave ….
Exactly. RIP two Jags Prescott
@@declanwalsh3216 He bought jags unlike nearly all Farage flag-shaggers who are complaining about the brand change.
The minute we seen the royal family swanning around in an audi the writing was on the wall for jaguar, i said they'd be gone by the end of the decade, having now seen this add i suspect they'll be gone within a couple of years
King Charles had an I-Pace, he only sold it last year.
One of the problems with this film is that it is so boringly arty farty that many are wondering if it is a parody of woke . Zoolander did that well in the fashion industry .Parodying your own brand may not be a wise move
I’m in the age group to potentially want a Jag, therefore I’m old enough to have seen pop videos and advertising photography since the 1980s. Which makes the advert very meh, derivative imagery and the hilarious “copy nothing” while the whole thing is a copy. Retro 1980s-90s is very “in” so there’s nothing interesting about the ad because it’s been done so much already.
Jaguar did some amazing advertising in 70’s and 80’s without offending people.
And yet here we are all talking about it 😂
Talking about it doesn't mean people will buy their cars, which they won't. The company will be dead within a year, cry.
@ while I unfortunately agree, the discussion was on the success of the advertising campaign. And considering we are all talking about Jaguar now, that’s a big success for an ad campaign. However ads will only get you so far and if the car is bad the best ad campaign in the world won’t save it.
A total reset.... So call it Snow Lepoard, as you won't see many.
Ooooh that toxic masculinity in the bold jaguar.
The fact you are talking about a car company means it's worked
No the people who really care about Jag hate this and will never buy. My parents had a Jag and loved the brand but would have what’s happened
@@declanwalsh3216 No ones seen the car yet, on the flipside i'd never buy a Tesla now
Wish Jaguar saved the money spent on pointless colourful ads & focus on their quality control
‘The body of opinion in Britain is incredibly moderate” - are you listening Tories?
Maitlis thinks its boomer issue with intolerance to wokeness....she just doesn't get it...EVERYONE IS FED UP with wokeness not just boomers. i'm a black Trump supporter and she fails to realise that its not just a certain demographic of people that she has pictured in her mind that are fed up with this woke nonsense. she is so out of touch with the common man and woman, she has such an elitist mentality. READ THE ROOM EMILY!!!
19:20 And there lies the problem, straight from the horse's mouth.
These two are still in the denial phase of the post woke era.
“You can sell a young man’s car to an old man, but you can’t sell an old man’s car to a young man” Jag are seem as Old men's cars, younger people aspire to BMW not Jag. Sensible commentators all saying the same thing, Jag is dead unless they do something different. They tried creating competitors for 3/5 etc BMW's and that didn't work, they have gone retro (S-Type) and that wasn't successful.
You can’t go back , embrace the new world
Why is a pink logo woke do they hear themselves?
I’ve said this before and I’ll say it again - car fanatics don’t buy cars.
Furthermore, Jaguar’s history is literally about reinventing to themselves in provocative ways
I hope you don't work in marketing.
@@ministry2627 You certainly don't that is for sure.
Don't they know Jaguar have had full EVs for years NOT costing 100.000 pound?
Which sold poorly
Forget Trump. How do you explain Labour massive win. Is that an anti , anti woke vote?
Anti-globalist backlash against the incumbent party. Same sentiment sees the Labour Party widely loathed within months.
Labour won 1/3rd of the vote (and only 20% of potential voters) to obtain 2/3rds of seats.
Putting the words "woke" and "capitalism" in the same sentence is a joke.
What's the problem? I though Jags were famously unreliable.... so this should be an improvement, surely?
edit/ I decided to google it and came across the following comment on reddit:
"Jaguar hasn't been able to escape the horror that was British Leyland. Jaguar's reputation sunk under the collosus that was British Leyland and all the bad that came out of the 70s to mid 80s. To be fair to critics the cars of that era (think series II XJ, XJS, and early series III XJ's) were abysmally built. Just laughably bad cars in terms of overall reliability."
"That turned around in the 90s when they were bought by Ford. Jaguar got billions to update production technology and quality control. X300 and x308 Jaguars are some of the best, most refined cars the company ever built. They had their faults but are few and easily identifiable."
"TATA era Jaguars are mostly ok from what I hear. Later XJs seem pretty reliable and luxurious. The Diesel ingenium engines had massive failures, but those were resolved later on. Mostly complaints are about electronics which give owners a hassle."
"Jaguars today are no more or less reliable than their German counterparts. People who just trash Jaguar are too lazy to research or stuck in the 70s. It also is reflective of the modern consumer that doesn't take the time to research and care for their cars. "
Emily has beautiful arms. Beauty, brains and anti Brexit... No wonder the Tories get upset
How many people can afford a car over £100,000? You’re selling to foreign buyers not British people,fortunately it’s an Indian company so who cares?✌️❤️🇬🇧
No one except the super-rich will be able to afford the all-electric cars if you read what's coming out of JLR. Apparently, they are going to close down most of the UK dealerships or repurpose them.
Last throw of the coin. Probably worth it if all they are selling is 60,000 - which spells the near end , anyway. If it has infuriated the gammons, who cares?
Didn't morse drive a Rolls Royce?
You're thinking of Goldfinger
I think they’ve found their target audience 😁
A Mark 2 in the show and a Lancia in the novels!
He’s thinking of Clayton Farlow!
Who cares, oh the right wing gammon seem to.