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From: Ubiquitous <weberm@polaris.net>
Newsgroups: rec.arts.tv,alt.tv.commercials
Subject: Like Watching A Car Crash: Jaguar's Disastrous New Ad
Date: Thu, 21 Nov 2024 04:30:41 -0500
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Summary: https://www.dailywire.com/news/like-watching-a-car-crash-jaguars-disastrous-new-ad
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The first rule of marketing is simple: know your audience. The second 
apparently needs to be a lot more basic, maybe something like: including the 
product in the pitch. The British luxury car brand Jaguar has violated both 
rules egregiously with their new ad spot and brand re-launch.

A colorful and strange commercial began circulating on social media this week 
and was met with derision almost immediately. The ad includes avant-garde 
people dressed in vibrant, outlandish outfits. The characters can be seen 
grabbing sledgehammers, painting over the camera lens, and striking poses as 
the music plays.

Disjointed phrases such as “create exuberant,” “live vivid,” “delete 
ordinary,” “break molds,” and “copy nothing” appear on the screen.

	Copy nothing. #Jaguar pic.twitter.com/BfVhc3l09B

	— Jaguar (@Jaguar) November 19, 2024


Tesla founder Elon Musk responded to the ad by echoing what so many others 
were saying, writing, “Do you sell cars?”

The official Jaguar X account replied to his question and many others by 
striking the same vague, cooler-than-thou tone. Some of their responses 
included, “The story is unfolding. Stay tuned,” “We’re shifting gears, not 
our purpose,” and “Consider this the first brushstroke.”

Customers were confused and dismayed that Jaguar would move in such a woke 
direction even as other brands pulled back from this type of advertising. It 
seemed obvious that no one was auditioning to be the next Bud Light train 
wreck.

Jaguar, meanwhile, is just days into their brand overhaul and is already 
facing heaps of criticism.

“Bye Jaguar, it was nice knowing you, to think, you were once the pinnacle of 
British motor engineering,” one person wrote.

“I’m not sure you all heard, but we aren’t doing that liberal artsy bullsh** 
anymore. Read the room,” a second person agreed.

Another reply said, “Didn’t you get the memo? Woke is dead. (And so is 
Jaguar, by the look of this turd).”

It’s also quite telling that Jaguar posted a tagline alongside the ad 
campaign that says “copy nothing.” The truth is, besides looking like a 90s 
United Colors of Benetton ad, this campaign is like every other woke product 
launch trying to look edgy. Petitioning to become crowned the wokest of them 
all is the opposite of unique – it’s tired, it’s played, and it’s especially 
puzzling now, at a time when so many brands have pulled back their overtly 
woke messaging as they realize it’s just not working.

Jaguar has a host of problems that a brand re-launch probably can’t fix. But 
one way to reconnect with their customers is a return to what made the car 
brand covetable in the first place. It wasn’t androgynous models wielding 
sledgehammers; it was fast, attractive sports cars. 

Jaguar has already announced plans to phase out all gas-powered cars in favor 
of electric vehicles by 2025, so maybe the death knell is inevitable. If only 
they had called Black Jeremy to ask for advice before launching this 
laughingstock campaign. 

Compare that kaleidoscope of nightmares to Jeremy’s debuting their redesigned 
2nd Gen Razor with the “2nd Greatest Commercial Ever” – a follow-up to 2022’s 
“Greatest Commercial Ever.” It’s immediately obvious that Jeremy’s knows 
their audience and yeah, they even managed to mention an actual product 
during the ad. Both of these ads have been viewed millions of times and 
launched Jeremy’s Precision 5 Razor.

The video features Daily Wire’s co-CEO and god-king Jeremy Boreing, Editor 
Emeritus Ben Shapiro, plus cameos from hosts Matt Walsh, Andrew Klavan, and 
Michael Knowles, taking aim at modern advertising tropes by introducing a new 
face for the e-commerce brand: Black Jeremy. 

Played by actor and conservative personality Siaka Massaquoi, Black Jeremy 
replaces Jeremy Boreing as Daily Wire CEO to secure the purchasing power of 
liberal, white women at the urging of advertising “experts” giving the 
Jeremy’s Razors brand a DEI makeover.

Boreing joked on X at the time, “Woke corporations spend all of your money on 
DEI. We spent it on a better razor (and a blacker Jeremy). Introducing the 
Second Generation Jeremy’s Razor – radically redesigned so you can shave like 
a man, not a manifesto.”

The whole commercial is a parody of wokeness, unlike the Jaguar ad, which 
embarrassingly enough for them, seems to take itself very seriously despite 
looking like nothing but a joke.

--
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