I see that following the resounding flop of the ad campaign for their new line, Jaguar is now looking for a new advertising agency.
It comes after the company announced plans to shift to electric vehicles with a bizarre new advertisement featuring brightly dressed models but no cars.
The group also abandoned its iconic ‘growler’ cat badge, replacing it with a curved geometric J and L symbol.
Defending the campaign late last year, JLR’s Managing Director Rawdon Glover told the Financial Times: ‘If we play in the same way that everybody else does, we’ll just get drowned out.’
Well, maybe so. But in every good ad campaign — especially so for cars — the product has to come front and center, especially when it comes to their features.
Back to Jaguar: while everyone’s laughing their asses off about this latest development — me included — allow me to remind you all about the Great Advertising Truism:
“Behind every shitty ad and stupid ad campaign lies a client’s signature.”
Which means that not only the ad agency should be fired, but also the client executive (CEO Rawdon Glover) whose signature okayed the campaign.
My suggestion to the new guys: ditch the stupid new gay logo and go back to the old snarling jaguar.
And for the clients (headed by a new CEO): go back to making cars that people might actually want to drive — you know, that “heritage” thing. Hire someone like Gordon Murray or Pininfarina to design it, if you can’t find a decent designer already working at JLR.
I suspect, however, that they’ll be doing neither; in which case, let’s everyone wave bye-bye to Jaguar.
Jaguar has a history of power and class in their cars. Stick to that. If you want to experiment with glorified golf carts, do that and see how the market reacts to the secondary line.
You’re right about the top dogs who signed the contracts. They need to be fired too. Sounds to me that the marketing company put more into selling their company to Jaguar than they did marketing Jaguar’s products
Hmmm, CEO named Raw Dong Lover runs Indian-based Tata into the ground, face down and butt up. How poetic.