You Likely Didn't Understand Jaguar's New Ad, Here's why.

[@Memphizm]

Their new "strategy " is idiotic 😂. They had a brand that didn't need an explanation. If they wanted to do an artistic ad stick to the artistry of what you DO, the artistry of CARS. Completely nonsensical ad. 🤷🏿‍♂️

[@BrkDownMedia]

Is it? It got people in an uproar, and in marketing buzz (good or bad) is a great way to create awareness. Not to mention, they've got to take a different angle being that luxury cars aren't selling like they used to.

[@xpusostomos]

​@@BrkDownMediaall I can say is, whatever they launch had better be justifying this nonsense

[@Progan666]

i think they're trying to target younger people.... who don't really have money. but its pretty obvious that no one who knows about jaguar is going to buy one now.

[@davidmathis-xd6nf]

I just want a car that is reliable and not a gas hog.

[@knowledgeisablessing8767]

​@Progan666 Their previous target market is ageing out and dying. It makes sense to become a brand relevant to the new and emerging crowd. Most people who are saying it's the end of a brand are old.

[@ControlTouchMaster]

It’s not that people don’t understand the ad. They simply don’t like the ad. Not liking something doesn’t mean that it’s misunderstood.

[@BrkDownMedia]

Two things can also be true at the same time.

[@xanxander7049]

Agreed. It's simply a matter of the people not liking such a fabulous ad who suck. We just recently had a very painful example of how the majority can suck.

[@BrkDownMedia]

@ 🥲 You get it.

[@vesuv]

Rule of thumb: If the intended audience doesn't understand the ad, it's not a good ad.

[@BrkDownMedia]

Who is the intended audience? Much of the people upset aren’t buying a Jaguar.

[@jvdm9317]

@@BrkDownMedia That might be true, but after your new car running the risk of being called Shaguar or a Faguar, many, many of their so-called potential buyers won't want to be caught dead in it now...

[@BrkDownMedia]

@@jvdm9317 So called is right. And somehow nobody has been able to explain to me what makes the car we haven’t seen gay? lol Lotta projections from this ad I see.

[@Michael-ur5qb]

@@BrkDownMediaso were just ignoring the rainbow, androgyny and camp going on? This was an obvious play towards a particular demographic, not just gay but people with more progressive beliefs. Which is fine but those people tend to not like wealth or representations of wealth and greed. It is also like you said about art which is very niche. Overall, for a business trying to survive this is a flat out bad play. They need to cast their net far broader than they have here. It’s just a bad concept of a plan.

[@Consoul909]

it made me want to sell my Jag, and I don't even own one

[@BrkDownMedia]

Why?

[@Consoul909]

@@BrkDownMedia Jaguar had a recognizable brand with value that had been built up over decades, throwing all that out the window was a not only a slap in the face to many Brits, car guys, and Jag owners but a middle finger to their history as well. It's that simple.

[@BrkDownMedia]

@@Consoul909 But… have they thrown it out the window? We still don’t have a car yet to say they’ve done so.

[@xpusostomos]

If you had a good Jag, nothing would make you sell it

[@dutchbeef8920]

@@Consoul909thats the problem the ceo explained the cars weren’t profitable

[@lancraft]

You better be kidding. This ad campaign finishes jaguar, as it should.

[@BrkDownMedia]

Elaborate.

[@mindcache5650]

If you have to explain it in so much detail it’s got loser written all over it.

[@BrkDownMedia]

@@mindcache5650 Nope. If I can explain my position, you should be able to articulate yours.

[@DS2CV]

​@@BrkDownMedia I can explain it, but your comments about blocking people for using the so-called 'oak' word make me worry that you're not willing to hear the explanation. The difference between people who want to protect the original use of the word and those who prefer the appropriation of it is whether one sees claims about problems being ''systemic'' as either: a) very legitimate and hence something to which one needs to become awake and aware; or b) as primarily illegitimate and something most often merely imagined or dreamt up - so that it's appropriate to invert the use of the term, because waking up means recognizing that those phantoms were just figments of dreams. This 'A vs B' divide is primarily sociopolitical, but it extends well beyond that, including into commerce. My position is that the ad campaign could be successful for selling something, assuming you're marketing just to the people with that strong 'A' worldview, but it's a suicidal choice for the Jaguar brand, and probably not even workable for selling cars of any kind. It's bad for Jaguar specifically because it's fundamentally at odds with what value Jaguar has already. Jaguar's appeal is partly about sexy sports cars and racing heritage, but it's also partly luxury sedans/saloons for well-to-do businessmen who want something comfortable with a bit of extra 'grunt.' Those are both elements of the brand that are broadly masculine and traditional. You suggested that the ad campaign is modern and diverse, but I think that is incorrect. A modern and diverse message might be one which updated the traditional elements (ie, pursuit of success in racing and business success) with portrayals that have people who aren't the stereotypical English man. You could have ads that include successful businesspeople and racecar drivers who aren't male &/or white. The values which I believe are communicated by the ad they actually chose go well beyond modern and diverse. At least in theory, the value of diversity is supposed to take aim at the underrepresentation of minorities. In practice, one often gets instead a depiction where majorities are underrepresented and minorities are overrepresented - which is the case in this commercial, even more so if we're using Britain as the target population rather than the U.S. Also, a modern approach would challenge rigid attitudes about gender, like that champion racecar drivers or high-powered executives need to be male, but the ad goes beyond that too. It's not sending a message about how men and women can compete as equals, but is explicitly challenging the categories of male and female as natural kinds. It embraces androgyny to challenge the idea of sex and gender as concepts, which isn't modern but post-modern. So, the campaign is at odds with the brand values Jaguar already possesses and would make more sense for a brand new marque that didn't have the history and legacy Jaguar does. If I wanted to sell electric bikes to young environmentalists in the USA, it would be crazy to try to do that by changing the identity of the Cadillac brand . What is happening to Jaguar is comparable. Ultimately, I don't think this extreme embrace of 'A' type culture is going to work for selling cars, whether they're EV or powered by an ICE - because that culture correlates with younger people who live in large cities and are less interested in owning an automobile. It's a demographic which cares about the 'walkability' of the neighborhood they choose to live in and which is concerned with the quality of public transportation. It's the same population that's increasingly opting out of getting a driver's license because when it's necessary to take a car somewhere they just use Uber.

[@BrkDownMedia]

@@DS2CV I hear your points. Some I understand but some I don’t. Jaguar has stated that this car will be positioned against much higher cars like Rolls-Royce and Bentley so 99 percent of the people outraged won’t even be buying the car. And I mean that in the idea that these cars will be upwards of $300k - so the target audience likely isn’t bothered by the commercial. They’ve also said they’re moving into a lifestyle brand not just a car brand. Which is why the conversation around “Okeness” is really just spewed acid. We can argue whether this move is good for the brand, objectively. But for most people the outrage has nothing to do with the car (or lack there of) but the discomfort of the imagery within commercial. But as I stated, the conversation has been lost on the idea that this is a branding campaign not a car advertisement. The actual is set to debut Dec 2nd.

[@BillLaBrie]

…or they could have put the money into quality improvements and extended warranties. You know: the product?

[@BrkDownMedia]

I said the same thing in my initial post but alas, we are here.

[@BillLaBrie]

@ take it as agreement and support

[@raymond_sycamore]

I mean, let's be honest, I was never going to buy one anyway.

[@BrkDownMedia]

Same thought I had but it was the use of the “w” word being used as a dog whistle to describe outrage of something those consumers were never going to buy anyway.

[@karendarrenmclaren]

Exactly! Buy two!😂

[@xpusostomos]

Would you buy one if you were cashed up and they came out with a car as sexy as the e type?

[@deepbluebreath]

I want to buy an I-Pace. And I am very happy about this commercial… used Jagurs will get so much cheaper…

[@raymond_sycamore]

@ 😹that’s the spirit

[@hellomeatrobots]

The real letdown will be when they show us the car and it's another dreadful Jaguar.

[@BrkDownMedia]

🤣 I am gonna be mad if that happens. But I’m hopeful.

[@alext8828]

@@BrkDownMedia As far as I can remember, Jaguars have always been beautiful cars. Starting in the '70s, I'd say. I think their primary problem has been reliability and part/service. Are they using American engines and transmissions now? Not that that's such a great thing. But parts and service are the killers, historically, of foreign car sales.

[@BrkDownMedia]

@@alext8828 Well being that they’re going electric, there will be less likelihood for poor reliability since there will be less moving parts and EVs tend to last longer overall. American made engines are quite durable, it’s most been electric gremlins for Jaguar and Land Rover.

[@alext8828]

@@BrkDownMedia The motors are being made by JLR and the drivetrain by a German company. I didn't see where there were any American OEMs involved. JLR is now owned by TATA of India and headquartered in GB somewhere. I hope it's a nice car and sells well.

[@DS2CV]

@@alext8828 I'd argue that it's nearly the reverse: that the 70s (or at least the 2nd half of the decade-plus the '80s) were Jaguar's worst-looking era. For me, the Jaguar brand was associated with gorgeous cars from 1950-75 and 1990-present, with a 15-year fallow period in-between. I don't think the typical Jag was often beautiful, but for most of the postwar era, their top-of-the-line models were marked by stunning and rather sinuous curves. XK120s are certainly fine-looking cars, but I think it was the body of the C-Type that created an aesthetic that made Jaguar an aspirational brand. As a kid, growing up in the Ford era, I absolutely lusted for the XJ220 and thought of the XKR as more attainable. The younger generation might see the C-X75 and F-Type the same way. I know my father's generation felt that way with the XKSS and the E-Type. I've never known anyone who had similar feelings about the XJ6, even if we thought Edward Woodward did seem pretty badass in his. I can admire the TWR Supercat as an engineering accomplishment, but I don't find the XJ-S to be attractive. Frankly, while there surely are exceptions, I've never personally met an American who thought it was a good-looking design. I'm sure the Jags of this era have major followings in Britain, but I feel that's very region-specific, like people who love the Mk 2 in England. If you associated it with fast getaways in exciting crime dramas, then I can see how you might want to get an S-Type because of the resemblance. However, I thought it rather silly looking compared to the STS, which was pursuing the same market segment.

[@420BudNuggets]

The theme is “dildos on the car seat”

[@BrkDownMedia]

Nah, more like “You poors could never”

[@BrianWood74]

​​@@BrkDownMedia "poors" would rather drive something reliable. Also, not hard to figure out what kind of human you are just by that statement

[@alext8828]

@@BrianWood74 Well put.

[@richardcudjoe1158]

Why such a statement? You had all that from the art?

[@BrkDownMedia]

@@richardcudjoe1158 A joke was made, and a joke was returned. Difference was somebody didn’t like one more than the other 🤷🏾‍♂️

[@seandoyle296]

I honestly thought it was some kind of perfume ad because those advertisements are universally pretentious and nebulous. I certainly didn’t think a high end sports car company would use an advert that looked like Andy Warhol shat on the floor. Car ads tend to have CARS in them. This whole scenario feels like a South Park parody come to life.

[@BrkDownMedia]

It’s a more lifestyle focused ad but that’s the direction of the brand. People forget Land Rover does all the heavy lifting so Jaguar can figure itself out.

[@palomawilder1808]

love this take. I think your read on the campaign rings true. They are just setting the tone with this roll out and people are having a knee jerk reaction to it. Good on Jag though, it's only boosting their platform, which I'm sure they intended. If they follow this up with a vehicle that is a real contender on the market, I'll be pleased.

[@BrkDownMedia]

They're aiming for the Roll-Royce Buyer so most of the outrage is null and void for 99 percent of buyers.

[@shironthewmika2431]

Ddint age well did it. Jaguars stock market took a dive as they never have in 102 years of their history

[@BrkDownMedia]

@@shironthewmika2431 That’s false. Tata Motors stock is higher now than it has been since Dec 31, 2021. In fact it’s higher than before they were sold from Ford back in 2008. Let’s not spread misinformation.

[@thomashankins569]

I couldn’t tell if it was an ad for gay pride or fashion week in Los Angeles 😂 I’m gay and I hated it ❤️

[@BrkDownMedia]

I mean hating it isn't an issue. But defaming the brand because it's something different is a bigger problem.

[@BillLaBrie]

I get this sneaking suspicion gays got tired of being pandered to about a decade ago..l

[@marvinblue27]

Interesting point of view, but watch the speech of the new marketing director. It's definitely dei.

[@BrkDownMedia]

I don't doubt it was. My issue is that we're 3 weeks post election. The campaign itself is whatever, but the timing of showing is... never minded to say the least. That's why I said "Read The Room"

[@chicago1680]

I mentioned this earlier it's DEI 💯

[@LifeAfterLosing]

I hate the “oke” word too. It’s so played out. I just don’t think an ad for a classic company like Jaguar should market their vehicles to people who aren’t known for being car people. But, at the same time it may work because people are now talking about Jaguar. When was the last time anyone had that brand name on their minds or even spoke the brand name? That alone could make a difference for them in a market that has pretty much forgotten about them.

[@BrkDownMedia]

I think the last time we talked about Jag was the F Type. And since then it’s been a joke of a luxury brand, like Maserati. The new car has been teased, I just don’t know how it’s going to translate given this advertisement.

[@chicago1680]

No one ever thinks I'm gonna buy a Jaguar. Either you are or aren't there is no in between. This was purely DEI. Sure it gets people to talk about the brand but how well did that work out for Budlight? Besides Jaguar really doesn't make beautiful cars anymore and the reliability is 😅

[@SidneyMcGriff]

Budlight had a completely different approach?

[@LifeAfterLosing]

@ bud light was stupid because they already had a popular brand. They never needed to do what they did. Jaguar does not sell well and they don’t have much to lose. If they can gain a few customers from this approach, it’s still better than selling nothing.

[@karmaandkerosene_music]

@@LifeAfterLosing Bud Light's 30 year old female brand manager didn't like the fact young white males were here primary consumer - so she destroyed everything the brand was about to spite them.

[@ericwright8498]

Also this advert is very UN inclusive. They have not included a regular straight guy

[@that_one_villa]

The guy with the paint brush might be straight ¯⁠\⁠_⁠(⁠ツ⁠)⁠_⁠/⁠¯

[@LifeAfterLosing]

@@ericwright8498 hell, as a gay guy, I wasn’t included either. I don’t have any flowing dresses or bright orange tube tops in my closet, so they don’t want my money. 💅 Who am I kidding, I probably won’t be able to afford their new car anyway. 🤷🏻‍♂️

[@BugGenerat0r]

Do you complain when an ad only has straight guys? So why complain when it only has gay people? I don’t like the ad either but your reasoning is not logical.

[@nickpalance3622]

Did I spot The Weeknd in the commercial? 😂

[@vipersrt30]

its inclusive of straight people. there are straight people who are flamboyant

[@netwtindustries]

The last car ad campaign that I can think of that caused an "uproar" was Subaru in the 90's featuring a lesbian couple their 5th largest buying segment at the time... that ad campaign would increase sales and create brand loyalty that is now a meme. I am guessing they are leaning heavily into electric, autonomous for personal, and more Google Waymo cars.... things that LGBTQ/Non-binary couples (Duel Income No Kids) are likely more interested to buy then your Joe Rogan F-150 driver that is so offended right now. I also think Elon trashed this car company because Jaguar and Google has something he has not been able to produce yet... a fully autonomous car... that is currently operating in ride-share form while the Robotaxi is just powerpoint presentation and a concept car.

[@BrkDownMedia]

I love when yall get it 🥹

[@netwtindustries]

one more prediction, some sort of shared lease\buy program of an autonomous vehicle. You own a car with 5 people it's stays at a jaguar location and you book times of use through an app or something.

[@BrkDownMedia]

@@netwtindustries Very possible. I think a self driving car will be the next big luxury.

[@Sipapate]

If it needs an extraordinary explanation then it has failed its purpose... Some times 🐂💩 is 🐂💩 why are we trying to justify it?

[@BrkDownMedia]

20 years ago, Kia would have never been in the same conversation as a household name such as Honda and Toyota. Yet, today, they are. It may be bullshit, but we don’t have a car yet to say that it is.

[@francishall5422]

Politics aside, if they can offer competitively priced made to order ev’s with an extensive list of color options this could be a great roll out. Many companies will allow you to make subtle choices but fail to use their means of productions to offer the consumer a personalized experience. A yellow car with green interior straight from factory is a thing of dreams and a real reason to excite consumers in a troubled market. Why pander to diversity if you can’t produce it.

[@BrkDownMedia]

Great question. And that I don’t know. But, this is expected to be a “Rolls Royce” priced EV so all the people complaining were almost 99 percent were never going to buy it anyway. So at that point, the diversity would be in the buying class not the consumer (if that makes sense)

[@1bookhouse1]

I’m sorry, what does your being black have to do with people commenting on this ad being a potentially huge misstep for Jaguar?

[@BrkDownMedia]

What’s your ethnicity?

[@Kingmeri]

I guess I just don't understand art

[@myolox]

For me it reminded me of the movie " The 5th Element" right down to the colors and clothing referring to the future. Very avant garde approach.

[@pcread]

Wait until Miami to pass judgement. If anything, the amount of attention this ad has generated will have many more people watching, than would otherwise been the case.

[@BrkDownMedia]

Precisely!

[@donteadoss]

As I replied on Jag’s commercial: “This marketing is obviously unique and different; however I believe it’s doing exactly what it’s intended to do - galvanize publicity and discussion. Honestly, it evokes similarity to the seemingly acid-filled Citroën commercials from the 60s - pretty intriguing imo, and hoping it catalyzes true revival for the brand.” Like you said - brand commercial. Personally, I wouldn’t expect most to understand that anyhow, and those “hit dogs who hollered” can take that however they will. Appreciate your accurate analysis.

[@BrkDownMedia]

Imma have to check those advertisements out. Now that you mention it is was a bit trippy.

[@donteadoss]

@ Fa sho LOL … this is the main one of which it reminded me: kzbin.info/www/bejne/a2iygGx7fMyXqsksi=I-ij0A0sYslX1dBS.

[@BrkDownMedia]

@@donteadoss You right! Thats exactly what it reminds me of!

[@donteadoss]

@ yup … and like you said, it’s not “boring” … honestly, it’s dope to me and I hope it helps resurrect the brand, regardless of what others think. 🤷🏾‍♂️

[@gorkyd7912]

The difference is it was actually new in the 60s. Hard to be unique when you're 60 years late and this type of art's only value is in its uniqueness.

[@TheNightrider88]

At this point they also can change the brand name, throwing "Jaguar" away with the rest of sir Lyons heritage.

[@BrkDownMedia]

We haven't gotten a car yet, so until then we have to wait for the product before writing them off.

[@sunilbose1753]

I agree with you and the haters don't realize one thing- the next million customers 1) are young and in countries like China and India (not old white guys preening on british heritage) 2) convinced that climate change is real because there is tooo much evidence supporting it and will not accept an old, fuel guzzling muscle car 3) have accepted to a smaller or larger extent some DEI principles. Jaguar repositioning it's brand and then the product is the best way forward. 'Old caucasian geezers reminiscing about the muscle jag' will DEFINITELY get the brand killed if they stick to that group.

[@BrkDownMedia]

All of this!

[@sunrisejak2709]

Who has the money? Not the group you describe.

[@karlhulme8014]

“ the next million customers “ really? Jaguar are failing spectacularly, in particular in the EV market. Third quarter of 2023 sales worldwide was less than 1500 units. Do the math, let’s say the new Jag sells 100 times as well as the current offering, it’s still going to take many years to get to a million sales. As for Climate Change aware customers I think you’ll find that’s going to disappear, three words really spell the end of the BEV….. “drill baby drill “.

[@sunilbose1753]

@@karlhulme8014 They sectacularly failed because they kept harping on 'British Heriatge' and old white dudes. Obviously they're trying to change that.

[@sunilbose1753]

@@sunrisejak2709 You think so? the unknown city of Bangalore alone has more than 100,000 dollar millionaires and exports 150 billion dollars worth of tech every year. You will find multi-millionaires even in tier 2 or tier 3 cities of China. Your ignorance doesn't change ground reality.

[@RWoody1995]

If there's something the automotive industry DOESN'T need it's brands copying what everyone else is doing and that is what jaguar just did.T here's nothing original about it, they've replaced their logo with something that looks like it could be the 36th entry in the Microsoft word fonts list like every other company on earth already did over the last 5-10 years... that takes away its originality and individuality, not break the mould in any way! What really makes this rebrand an insult is that brand was not even the problem with jaguar! it's their reputation of having cars that don't quite meet the Quality of a mercedes, sportiness of a BMW or even... whatever it is that makes people want to buy an Audi and at the same time they had extremely questionable quality control... people who REALLY like JLR products always keep their old one for 6 months after buying a new one because they know that 5 of those months it will be in for warranty work. At least the former brands are known to make it past the end of the warranty period before breaking (usually). Jaguar needed to improve quality first and if they don't get that figured out by the time this rebrand is done it will have all been for nothing.

[@insanefun1]

I thought the rock they were sitting on is the new Jaguar SUX-XL.

[@BrkDownMedia]

At least we know it does well in different planetary terrains.

[@panoscoach310]

I understand I'm in the minority but I really liked the ad even though I'm not young anymore. Colourful with techno vibes and an artistic character. Jaguar has been my favorite brand since my childhood when everyone around me wanted a Ferrari or a Lambo. I understand management, a work or not plan. I don't know if it will work but they definitely had to do something different. Those who complain are the same ones who complain all day long that everything is the same, without character, boring, etc. We'll see.

[@BrkDownMedia]

Exactly! It’s a great gimmick if nothing else. They’re going Rolls Royce Pricing so it will exclude 99% of most consumers.

[@ericwright8498]

I don't think It's 'OKE'. I think calling it that gives it a dignity it doesnt deserve. There were no original ideas here just 'get as many stereorypical gay and OKE' images and phrases as you can. Its just trash really.

[@BrkDownMedia]

How do we know they’re gay? How do we know they’re not straight? Is it because of the clothing style, eclectic hair, or vibrant colors? Cause none of those are solid indicators.

[@leehowell329]

I didn’t think ‘gay.’ I didn’t think ‘oke.’ I thought ‘cheap futuristic style a la Rufus from Bill & Ted, with bright colors.’ Elsewhere, a spokesman mentioned a new price point so maybe Jag is aiming to market colorful, trendy cars to mid-income younger folks. What amazes me is how many YT channels were able to improve on the concept and make a more appealing commercial in a very short amount of time.

[@BrkDownMedia]

@ Yes, there are definitely better tailored concepts but to be honest, they just gave their ideas away for free while the person who got paid for this campaign ran off clean- Likely a brand consultant who left afterwards with Jaguar to do the PR cleanup. 😂

[@eesuuorundide3967]

I've watched 5 or 6 videos of people bashing this commercial for all of the reasons you mentioned. And I won't lie, a lot of them seem to be pissed about the commercial featuring so many black people, let alone the possible nod to the lgbgtq community and the abstract visuals. it is an art piece and you are the first reviewer to acknowledge it as such. I agree with your perspective and think it's needed in the industry as well. Thank you for the perspective.

[@BrkDownMedia]

Thank you for hearing the message 🥹

[@Memphizm]

So please tell us what about that commercial got you or anyone excited?! 🤔....I'll wait 😅

[@BrkDownMedia]

Excited? I won't be excited until I see their first round of products. But I am optimistic for this next era, as EV's are here to stay and this is a chance for them to reset.

[@nye307]

Interesting take. I personally think there's 0 chance they can pull it off. But I hope they do

[@BrkDownMedia]

I don't disagree, but stranger things have happened. 25 years ago, no one would have dared to pay $50k for a Kia, but alas the Telluride said "Hold on lemme see sumn"

[@BrianWood74]

Oh, we understood it.

[@normandunckley3926]

Once you let Marketing & the Accountant into the board room your screwed!!! Some companies exist on the merits of their products, While they do not enjoy large market share, High profits, limited customer base. They exist yet fly some what under the radar. They do not transition well into a fast mainstream "consumer sales model". Once they prioritize, market share & profits over product quality etc, no matter how efficient they struggle to compete. Companies that at their core making a product on the passion, thrill, pride of accomplishing something, get attention, sales & following from those that appreciate what's gone into it. People will value it, pay a higher price & be loyal. Wont be high profit or sales, but wont be crash or burn. When a products brought to market, based on costs, glam marketing, little or no pride of what the actual product is. Just becomes another item competing against everything else out their.

[@wayne9848]

Let's be honest the advert is crap!

[@BrkDownMedia]

Why is crap?

[@wayne9848]

@@BrkDownMedia Internal memo from CEO Adrain Mardell show's that people who work within Jaguar are not happy and unfortunately this is the death of an iconic brand thanks to the 15 DEI groups who came up with this crap!

[@B3n_D0ver]

I think it's hilarious how people LOVE to talk about diversity on an ad of a car brand that is aiming to focus on $100k+ cars. That in itself is exclusionary of 98% of the population by default. Secondly, this is not a rebrand. Apple in the late 90s was a rebrand. This was the desecration of a historic brand, which btw it's the only thing they had left - their legacy. They made a Balenciaga ad for Jaguar; all the while alienating whatever customers they had left, and taking a piss on their past. I thought one of the main pillars of marketing was knowing your customer, but hey, what do I know. What I don't understand is that you were 100% correct on the fact that they weaponized diversity to sell their brand; but then proceeded to say you found disheartening, as a black man, that people said the brand is over. Make no mistake, Jaguar is over. Granted, they have been on life support for about a decade. But now, they are better off changing their name to Panther or something like that - I promise you there will be less rejection if they do that.

[@BrkDownMedia]

What I found disheartening was that it was a reminder that in any effort to be different, authentic or not, it will always be met with criticisms in an effort to preserve one’s personal interests - regardless of the perceived or actual impact on any consumers actual life.

[@B3n_D0ver]

@@BrkDownMedia Everyone acts in self-interest, specially those who aim to be "different" just for the sake of being different. As for the impact on the consumers' life, well, it will be up to them to decide, won't it? Take Porsche for instance. When the 991.1 GT3 came out, it was only PDK. Porsche claimed it was for the best, since it was a track focused car. Well, what do you know? People disagreed, to the point where when the 991.2 GT3 came out, they offered a manual again. People hate when they are forced a hand, and on top of that, when they are being told it's for the best. It's extremely condescending and more often than not, untrue.

[@jonathanolsgaard5697]

I like how you roll. Please keep it up, I appreciate your take/insight.

[@BrkDownMedia]

Thank you! I appreciate that!

[@georgeholloway3981]

There are lots of exciting electric cars, aren't there? The model Y and S are gorgeous, the cybertruck and cybercab are fascinating. The Taycan and Spectre are beautiful and stylish. Heck even something like the now outdated BMW i3 was a brilliant design.

[@BrkDownMedia]

There are exciting EV's but most of them are out of our price range and far and few - which is my point. The rest of them are pretty boring, design wise and resemble each other. And apparently the i3 got bullied for being different too when it debut, and now today we're saying it was a good design in retrospect.

[@rpsmith2990]

It seemed to me that there were too many people who saw this video, let their little head do the thinking, and sat down at the keyboard. A lot of commenters found an implied sexuality in an ad that I found almost sexually sterile. Aside from flagrant fashion crimes (do you really want to wear something that will make you look like a poodle?), there really wasn't all that much to it.

[@BrkDownMedia]

Yeah, I didn’t get sexuality from this. I genuinely got they were trying to be “Cool” in an eclectic way. Idk how people got that from a IKEA Knock off ad 😆

[@nickpalance3622]

Great video. Jag was never for me but I have appreciated that they’ve done their thing for their market. Which growing up mean Who’s The Boss (that tv show… the mom had a jag right?). People with old money. They buy both old art and modern art. As long as it costs a lot and you can’t understand it. Which especially applies to moderne. IDK. 🤷‍♂️ 😂

[@BrkDownMedia]

Thank you! If I'm being frank, Tech Bros are the new class of money - and you may have hit on something about costing alot and can't understand it. I said it was Avant Garde and wasn't for me.

[@buning_sensations5437]

"Copy nothing" wait till we actually see the car. Ah, a Lotus Seven! I worked at TrueNorth and other agencie, an, AD asked what I thought of pitch, i ask , who's the audience: investors or CIOs - he couldn't answer the question. This company tried to pay us with stock options. Within a year the brand will be sold off just like MG.

[@BrkDownMedia]

That’s very well possible. But, also we will have to wait and see. We all agree that it’s a last ditch effort for the brand. What we don’t agree on is bigotry and messaging associated with the response of the community.

[@mikeymikeFType]

The CEO knew they would only retain 10 - 15% of their customer base. Being inclusive ? They excluded the ‘oldies’ in their thinking.They will close most of the dealerships, retaining around 20 and strategically located in the wealthiest areas of the UK. Lowest estimated cost around 100k. The historic brand is no more, it will be a completely different entity .

[@ellenlissauer2437]

The ad WORKS in terms that much of the car community is talking about Jaguar. Something that hasn’t happened in years. The company has gotten its $$ from the commercial way beyond what it cost to make and air it.

[@BrkDownMedia]

They’re debuting it tomorrow at the Miami Art show so I’ll be doing coverage of it as well.

[@Mackaroni_510]

At face value this commercial looks like some modern cookie cutter fake inclusive piece for the sake of being inclusive and dont come off as real and genuine. That new font has no seasoning too lol

[@BrkDownMedia]

Considering it’s a luxury car, is it supposed to real and genuine? Or is it supposed to appeal the Avant Garde? The new font doesn’t have seasoning but that appears intentional.

[@Mackaroni_510]

@BrkDownMedia no matter what angle i try and view it; it so off putting being it's from Jaguar

[@LifeAfterLosing]

@@BrkDownMedia laughing at seasoning. 😂 🧂

[@BrkDownMedia]

@@Mackaroni_510 Understandable

[@temper44]

Get. To. The. Point. You spent half the video repeating yourself and giving unnecessary background. That's when I gave up. You need an editor to cut down the fluff man. Nice glasses though.

[@BrkDownMedia]

You must be new to the channel. All of my videos give context, so that you leave with more than what you came with. If that’s not for you, don’t watch the channel. Thanks on the glasses though.

[@thecrazyswede2495]

That ad seemed to me passing strange. The slowly dancing person with the thin cloths wavering was very estetically pleasing, but nailed it as an ad for cosmetics; the teletubby part was, well, teletubbic. _Crayon Spectrum, the cardamom for a new era_ . I have nothing against crayons or cosmetics, but I'm sure I wouldn't put lipstick on a Jaguar. Edit: 💥Please don't use this slogan.💥 There actually is a trademark that comes somewhat close to this made-up one. Lazy research on my part. End Edit. There is a video with a guy who came into an actual room with an actual mockup of an actual car. If that mockup has anything to do with the real cars they will produce, then perhaps I can say a few things. The shape reminded me in parts of the old style Jaguars (although there are details I don't like). At the same time there was also some of that modern american clunk and bloat that people seem to always want to copy. And buy. If the production cars have any relation to this concept car, there is perhaps a chance that they will sell. After all, it doesn't look too different from all the other cars. I have absolutely no idea what would be the right price level for these cars. Pricing themselves out of the market or dumping the price level, both are very risky. Then there are all the other challenges that they have not really adressed. Production quality, swift and good service, batteries that will not burn down your house every week... I suspect that these will be the real challenges. Finally, I actually like that moniker "Faguar". If I had to choose between the Faguar Firestorm and the Jaguar Cybertruck, I would choose the Firestorm. Hvergang! cheers! / CS

[@dannyreed7600]

Why would they release something like this that their consumer base “doesn’t get”? A very optimistic outlook you have but it really seems like an outlandish bet for something that probably isn’t going to be revolutionary. Instead of harnessing their previous culture they threw it away to embrace the polar opposite??? Liiiike everything’s gonna have to be brand new it’s not like they’re gonna be able to say “oh it still performs like a jag” bc they’ve deconstructed jaGUar at this point

[@BrkDownMedia]

It definitely won't be revolutionary. But I think the point was to overhaul and evolve. Change is indeed a tough pill to swallow but we don't have a product yet so we can't pass judgement until we get the first production model.

[@dannyreed7600]

@brkdownmedia if the approach is this out of touch, do you think the product will be in touch? Seems like a strange way to launch a good product. Instead lead with the good product no? Instead you have to build controversy and look into a new consumer base

[@BrkDownMedia]

@ Well this is a big roll out since they are going all EV. I think this is a statement that the brand is indeed changing, and the first product will set the tone. Most cars are made 3-7 years in advance so it may be out of touch or… really far advanced. Only time will tell atp.

[@christopherstreet2214]

Exactly- this was a brand commercial… jaguar will be focusing on design … they were one of the first that merged fashion houses with auto design … they will be producing art

[@fluffysharkdatazz9460]

They made something beautiful and artful, just not a car. Which like you said, is weird. Also a region known for performance art with many backgrounds has performance art with many backgrounds. Who could’ve fuckin guessed that one?

[@BrkDownMedia]

It’s lost on the people I fear.

[@Itravelbackintime]

No cat No car No sales. Jag is now the new official Bud Light pace car.

[@BrkDownMedia]

They're premiering the new product Dec 2nd.

[@VinceroAlpha]

What a lot of people miss the point on is you have to focus on the emotion of a car that’s the second most expensive purchase that the average person will buy in their lifetime apart from the house so this whole artistic rebrand it’s just baffling and it seems more rage meeting to get attention because nobody really pays attention to jaguar anymore. They only had an EV in the IPAs and the only ones who bought that were tech companies to do self driving so if they really want it to be different they could’ve went Alpha Romeo’s route and just tease the silhouettes or a part of the actual car and whats to come

[@noelgibson5956]

The lady in pink isn't bad looking.

[@madams8632]

"Oke" word isn't the right word. Frankly I just thought it was pandering and was really abstract to what Jaguar was convey. It's doesn't help that they're completely halting production for a year.

[@BrkDownMedia]

That’s fair, but I just took it as a bookmark. What I didn’t like was the dog whistles used to describe said diversity.

[@RobsHampshirePubWalks]

I think the ad is supposed to be saying " watch out there's a design revolution coming for Jag " maybe wrong timing and a lot of people won't like the ad but judging by the concept car, I think they'll like the finished vehicle although I think EV is the wrong way with hydrogen fuel cell being the way forward. My message to everyone " Don't get your knickers in a twist over this !"

[@BRADLEY_RYAN]

I’m optimistic about the future of Jaguar. However, this “commercial” made me question what was being advertised. Might not be my cup of tea Wish you the best

[@BrkDownMedia]

Were you planning on buying one in the near future?

[@knowledgeisablessing8767]

People who would never buy a Jag and couldn't afford to if they wanted to "boycotting" the (re)brand lol. The ad, hate it or love it has Jaguar living in our heads rent free, waiting and wondering what they're going to bring out next (car wise.) I'd say the marketing team did what it came to do.

[@xanxander7049]

Regarding them needing to "read the room", I've read it. The room sucks. LOVE the ad. 😌

[@christopherstreet2214]

They will lean into the boutique luxury brand 🎉

[@justinhaughton473]

I believe that this wasnt about a car it was about jag as a whole company transitioning and this was their way to say "hello" i truly think it was a way to become relevant as they have not been lately.... but not for the cars purpose but for the company's rebrand..i think a lot of people may have missed the message...i still believe this had nothing to do with show casing a car but show casing "a new us" thats where oeople got confused....this was a new us commercial not a vehicle selling commercial. That part comes at the art show next week

[@paulkang6842]

Finally, found someone willing to defend this travesty

[@altchannel4comments460]

I feel like they’re stuck in 2018. New EV and “oak” ey marketing.“Different” marketing isn’t gonna work because all of those people already have an EV. My main theory is that it’s marketed towards women, which would be a great move by jaguar, but that doesn’t seem to be the vibe

[@BrkDownMedia]

It’s very well possible. I’m still going to wait until I see a car before I pass judgement. Considering they’re going to be full blown EV, leaving Land Rover to do the SUV lifting, I see it as more of a rebirth than a rebrand.

[@MG77740]

Seem like they embraced everything that we are all sick of and is on the way out. Do they realize that EVs are struggling? It wasn’t art. It was horrendously ugly and weird. These days if you want to be bold, you should use some common sense and call bad, bad and good, good.

[@BrkDownMedia]

Are we all all sick of it? Yes, these themes are on their way out but not because their bad. Different has never been embraced.

[@MG77740]

​@@BrkDownMedia Actually, I think its the norm to embrace all types of mental illness and dysfunction, and to support and empower the dysfunction To be different is to embrace the person and not the sickness.

[@michaelkay6008]

@brakedownmedia your analysis here is so spot on. Love it. Your right about all the pluses and minuses of this campaign.

[@BrkDownMedia]

Thank you! Glad you enjoyed the content!

[@theflyinghamster8442]

NO we really don’t need this kind of crap !!!!

[@BrkDownMedia]

Why not?

[@sunrisejak2709]

​​@@BrkDownMediaThis ad shouts DEI. DEI is not a qualification or purpose for anything. Entities exercising DEI values are employing the wrong metrics. DEI accomplishes nothing and it has no purpose.

[@Kenhenderson-y8s]

Anyone want to buy my Jaguar,

[@BrkDownMedia]

Lol You may want to hold onto to it.

[@donwise3684]

@@BrkDownMedia Interesting point; just what will happen to the value of the older collectable Jag models?

[@BrkDownMedia]

@@donwise3684 If my assessment is correct, the older ones in excellent condition will increase in value because cult fans will want the Jaguars of yesterday. Even something like an XJR or XKF will increase 10 fold once there are very few left on the road.

[@nealart]

I highly doubt their new cars will be very different than any other cars these days. In fact, the art piece itself is derivative.

[@BrkDownMedia]

We don't know yet, we'll just have to wait.

[@brianharris7243]

It's a load of pretentious bollocks- it will not appeal to those with the dosh to buy a Jag('Buy a Jag .Buy a snag") If it wasn't a car advert it would stand alone as an art piece.

[@BrkDownMedia]

lol it wasn’t a car ad, it was a branding ad. Who knows, if the driving dynamics are there then the ultra rich will buy it - especially if it’s marketed by Celebrities. That’s how Rolls Royce came back to life in the early 2000’s after BMW bought them.

[@alext8828]

Didn't we do this already with Anheuser and Target? These guys didn't learn from that?

[@BrkDownMedia]

Did we?

[@alext8828]

@@BrkDownMedia Yes. Target had all kinds of LGBXYZ items for children and Anheuser couldn't give away Bud Light. You're not aware of the amount of trouble it caused? I think you're kidding me. Anheuser's stock suffered and Budweiser couldn't move the Bud Light. Straight people don't want to be associated with these fringe groups. Jaguar is asking for trouble.IMHO.

[@alext8828]

@@BrkDownMedia Anheuser Busch's Bud Lite and the Target fiasco? Not ringing a bell?

[@513Ron]

Couldn’t disagree more. Respect your opinion though.

[@michaelg492]

Woth all die respect i dont think you understand the problem

[@BrkDownMedia]

@@michaelg492 Then what is?

[@hellomeatrobots]

@@BrkDownMedia It makes dinosaurs uncomfortable.

[@dutchbeef8920]

Their traditional customer base is either dead or now drives a used honda jazz or qashqai and they knew it. Their big engined saloons aren’t available through staff salary car schemes due to emissions and green policy changes. So they either renew themselves or they’re done. In what market is “british luxury” still being bought? Its not europe and its not north america. This rebrand is aimed at china and the middle east. Thats where the font comes from. Jaguar will become the luxury equivalent of contemporary MG (look them up, not MG of old) and thats it. Equally if you your traditionally performance and masculine focussed car brand on corporate leasing schemes then you likely need to push the green and diversity side of things.

[@BrkDownMedia]

Well, when you have Land Rover doing all of the heavy lifting, Jaguar as a brand can now expand on different creative concepts.

[@dutchbeef8920]

@@BrkDownMediaso true

[@sunrisejak2709]

I have a contemporary new MG called a Cyberster. If MG ran a similar ad to this Jaguar piece I would never buy the MG. Can't be associated with such meaningless nonsense.

[@summerdoll5845]

I truly appreciate your opinion and as a car expert gave me some great information. I would like to see how this campaign all rolls out.

[@BrkDownMedia]

Thanks! I’m optimistic, we’ll just have to wait until Dec 2 to see when they debut their car.

[@alext8828]

If this ad increases sales, then it was a success....maybe. Other things could increase sales also. If sales don't increase, then either the ad sucks or the car is deemed ugly by the public. We buy the sheet metal, not the technology.

[@BrkDownMedia]

I'd argue its the other way around. Most cars today are centered around infotainment, emissions and safety. Design and performance are almost an afterthought - even though first visual impressions are the most critical.

[@alext8828]

@@BrkDownMedia Well, I don't give people that much credit. I don't think they're interested in any of that. The driving force is to impress others. That is the primary motivation behind most of these high-end purchases. Remember "oneupmanship"? That's it. Hey, just my opinion. You're probably right.

[@ewilloch]

No controversal car launches in the past? Well, what about the Mercedes W140, BMW E65, Edsel, Tucker, Pontiac Aztec, FWD Ford Mustang (that was renamed Probe before launch, because fans’ uproar), Ford Scorpio, Renault Vel Satis, Renault Avantime? Just to mention a few very controversal launches from the top of my head. Proper research and solid knowledge make for good videos. Assumptions and lies don’t.

[@BrkDownMedia]

Those are car launches, not brand launches - which is what the video is about. The car, will be debuting at the Miami “Art” Show on Dec 2nd. Don’t you ask for research if didn’t do your own.

[@Michael-ur5qb]

A brand should always include a product in their advertisement. Im buying a car I am mot buying into random people. There’s a way to show diversity without being forced. You’re telling me you couldn’t honor the past and celebrate the future by idk showing race car drivers of color talking about the brand’s direction? Last time I checked the art world wasn’t a dependable group for sales so the whole theme seems put of place. In fact, Im almost certain wealthy arts crowds can’t save this brand. It just seems out of touch which kinda goes with the theme of what has been going on in the political atmosphere for a while on one side.

[@BrkDownMedia]

The price will be Bentley and Rolls Royce - so this rendition of Jaguar really isn't for us. 🤷🏾‍♂️

[@jaayceeisblue]

At first I thought the ad was for a new clothing line or perfume that Jaguar is coming out with. Kind of like how Porsche and Ferrari have a lot of merchandise. But looking it into more I think they were going with a shock factor, something that will be controversial given the political climate. It worked because here we are talking about them, and quite a bit I may add... The 2000s, Jaguar itself has always been kind of irrelevant in the car space with a few exceptions. (99 XKR Coupe and the S-Type R) The F-Type was probably the last stint Jaguar had. Since then quality has gone down significantly and they haven't really updated or modernized their lineup. Every time I got into a Modern Jag it more or so felt like a Ford 😂The whole "go woke, go broke thing" was just others jumping on the bandwagon, but broke...they are lol. The Type 00 they revealed isn't inherently bad in terms of design, could use a whole lot of polishing up. Jaguar should take the feedback and improve upon this, listening to the audience and customers is quite important.

[@MeowStationOrignal]

My biggest problem with the ad is the dude wearing an orange dress I have to disagree on that one part that where you say it’s not that feminine when it really was very feminine. If they took that out and made him wear like a orange jump suit I probably wouldn’t have a problem with it.

[@BrkDownMedia]

Disagreement is fine. But, I could be wrong but I think that's a woman. At the very least, androgynous.

[@Progan666]

but why do you have a problem with it, is that you in a dress broadcast to the public? no? then why are you mad?

[@Castle743]

Jaguar now a political statement RIP JAGUAR SO SAD DEATH OF AN ICONIC BRAND

[@SimonWallwork]

It's a sick making ad. It makes me want to throw up.

[@BrkDownMedia]

🤔 Does it?

[@brettyarima1550]

It’s not oke it’s haute. It incorporates the current climate of the European idea of exclusive fashion into the automotive industry. It’s over much of the vocal minority’s heads. The modernism needs to play out still but being real it’s not 2010s… it’s a pre 2030. Just my opinion tho.

[@BrkDownMedia]

I can see that. Most of the big automotive journalists are saying similar things - Let it play out.

[@joneslt]

This is nothing more than another case of an out of touch marketing team. This was a monumental fail

[@BrkDownMedia]

Why so?

[@Lando-kx6so]

Great take

[@BrkDownMedia]

Thanks!

[@ForcefighterX2]

You should start astrology.

[@JRL244]

It’s time for a shake-up in the auto industry. Bravo, Jaguar, for your Apple Macintosh “1984” moment. I hope the product that follows will justify the bold move. I agree that they didn’t “read the room,” but it’s a British company and a completely different culture. Unfortunately many feel that different cultures are *bad*. I’ll leave that alone… Sometimes you need to dare to be different. I often regret that BMW abandoned the i3 for that reason. It was futuristic and didn’t look like everything else on the road. Besides, most of the critics who hated the commercial would never buy one anyway.

[@BrkDownMedia]

All of this! And I think that's why I'm saying "Reserve judgement for the actual product"

[@sunrisejak2709]

JLR is an Indian company owned by Tata motors.

[@JRL244]

@ did you see the prototype today??

[@BrkDownMedia]

@ Yep working on a video as we speak

[@chickenman484]

With such a condescending title how could I not watch this . Oh wait…..cya✋

[@christopherstreet2214]

I have no doubt the new jaguar will be gorgeous

[@jonathanolsgaard5697]

Tesla is clowning all others in the electric automotive space, however some people say they are just clowning around (their truck).

[@BrkDownMedia]

They clowned around for 4 years before actually producing it lol

[@brettyarima1550]

I get it

[@Alan1025]

Worst rebrand in history.

[@kellyford1449]

What does Jaguar sell? Doesn’t look like cars…

[@BrkDownMedia]

It’s a brand advertisement. First car is expected to debut Dec 2nd.

[@kencarp57]

That ad is just stupid, childish, and very disrespectful to Jaguar heritage. This ad isn't going to help anything for Jaguar, and the CEO's ridiculous accusative reaction to the criticism of it is simply moronic. Insulting your potential customers is a very bad thing to do. Also, going all-electric will bankrupt Jaguar - but they've been irrelevant for years anyway.

[@BrkDownMedia]

What makes it stupid and childish and disrespectful? “COPY NOTHING” is a direct quote from Sir William Lyons. Is that not heritage?

[@ewilloch]

This video surely is intended as pure sarcasm?

[@nonic4vic600]

Why tf did they do a commercial with no car whats going on at jaguar

[@BrkDownMedia]

It’s a Brand commercial, not a car commercial.

[@nonic4vic600]

@ waisting money lmao like cool art project wheres your whips

[@BrkDownMedia]

@@nonic4vic600 They’re showing the next model on Dec 2 in Miami.

[@nonic4vic600]

@@BrkDownMedia its ok im just a hater

[@BrkDownMedia]

@@nonic4vic600 Well at least you’re honest

[@pullcounter6849]

DRAGuar

[@TufanNarin]

Oh, I understood the advert ok. It's Crap!!