- 17,109
- United Kingdom
I love that this is triggering the brown-shirts... when was the last time the Daily Heil ran an article about a straight white dude behind a marketing campaign?
Jaguar Reveals Rebrand for its EV Future (😬)
- Thread starter Famine
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- 9,864
- Denmark
You say that like the “trolling” has stopped with that teaser image. No, they are still committed to alienating everyone.
- 6,265
- Ottawa
- Pyano1132
Other than people with varying skin colours prancing around in tacky, retro-neon outfits, I’m not sure what exactly was woke about a bad fashion show.
Been seeing a lot of that vocabulary in the Jaguar discussion lately. But hey being overtly racist on social media is cool now, so not surprising.
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- 17,109
- United Kingdom
Forbes has an article on the advert and has quoted some experts about it.
“From a branding perspective, the rebrand feels like a misstep. The video, featuring androgynous models in gender-neutral or gender-bending attire, risks alienating traditional customers in a climate where numerous brands have recently faced backlash for their perceived political stances,” Bruno Benedini, founder of Taillight Branding, observed via email.
“More importantly, the campaign appears disconnected from the very traits Jaguar spent decades building. Gone are the understated elegance, performance nods, and any clear connection to British heritage…For a car company to launch a rebrand video without a single reference to its cars—its core product—is simply mind-boggling,” he pointed out.
Rebranding efforts should not stray from what people believe or are comfortable with.
“The ad was bold and seems to be, at first glance, parallel to what failed Anheuser Busch and the marketing of its Bud Light line, in that the ad is far removed from what the majority of its consumer base likely believes. Culturally, [it is] dangerous to operate on the fringes of socially accepted norms,” Michael Toebe, a trust, risk management, communications and reputation specialist at Reputation Intelligence - Reputation Quality, warned via email.
Forbes article
“From a branding perspective, the rebrand feels like a misstep. The video, featuring androgynous models in gender-neutral or gender-bending attire, risks alienating traditional customers in a climate where numerous brands have recently faced backlash for their perceived political stances,” Bruno Benedini, founder of Taillight Branding, observed via email.
“More importantly, the campaign appears disconnected from the very traits Jaguar spent decades building. Gone are the understated elegance, performance nods, and any clear connection to British heritage…For a car company to launch a rebrand video without a single reference to its cars—its core product—is simply mind-boggling,” he pointed out.
Rebranding efforts should not stray from what people believe or are comfortable with.
“The ad was bold and seems to be, at first glance, parallel to what failed Anheuser Busch and the marketing of its Bud Light line, in that the ad is far removed from what the majority of its consumer base likely believes. Culturally, [it is] dangerous to operate on the fringes of socially accepted norms,” Michael Toebe, a trust, risk management, communications and reputation specialist at Reputation Intelligence - Reputation Quality, warned via email.
Forbes article
- 3,782
- Brisbane, Australia
- Chameleon9000
Buddy… people are trying to point out to you that this guy being queer has nothing to do with your distaste for the company's new design direction. It is an embarrassing opinion to voice, hence why people are laughing at you.The new brand advert video. Take a look, its quite dramatic. There has been lots of talk about why Jaguar would do such a horrendous thing as that. Its this Jaguar director.
I think you have only shone a light into your own feelings.
You realise the Q word is defined as offensive in English language and should only be used to describe oneself.
My view is to do with him being visually camp style not homosexual. This is why I think the taste is ridiculous, just look at him.
Off the top of my head I can name three homosexual celebrities Sir Ian McKellen, Stephen Fry and Graham Norton. I appreciate two the other is horribly camp.
I thought it looked a bit much. No, I had no idea. Just adding the Daily Mail's extra "image". Good old Daily Mail.
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- GTP_Famine
