- 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 (š¬)
- Thread starter Famine
- 138 comments
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- 9,866
- Denmark
You say that like the ātrollingā has stopped with that teaser image. No, they are still committed to alienating everyone.
- 6,266
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- Pyano1132
Other than people with varying skin colours prancing around in tacky, retro-neon outfits, Iām 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.
āFrom 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,ā Bruno Benedini, founder of Taillight Branding, observed via email.
āMore 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 heritageā¦For a car company to launch a rebrand video without a single reference to its carsāits core productāis simply mind-boggling,ā he pointed out.
Rebranding efforts should not stray from what people believe or are comfortable with.
āThe 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,ā Michael Toebe, a trust, risk management, communications and reputation specialist at Reputation Intelligence - Reputation Quality, warned via email.
Forbes article
āFrom 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,ā Bruno Benedini, founder of Taillight Branding, observed via email.
āMore 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 heritageā¦For a car company to launch a rebrand video without a single reference to its carsāits core productāis simply mind-boggling,ā he pointed out.
Rebranding efforts should not stray from what people believe or are comfortable with.
āThe 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,ā 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
Buddyā¦ 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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- 86,844
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- GTP_Famine
- 16,109
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- ScottPuss20
- CheetahsMeow
I drove a Jaguar E-Type around Deep Forest in GT7 last night to remember what made Jaguar soo special. This analogy might be strange but when you see one of your loved ones die from natural causes, it's tragic but when they kill themselves, it's soo much worse. This is what Jaguar has done and it makes me angry, not sad because the brand means soo much to soo many people. It's one of my favourite car manufacturers, and I'm not just saying that as part of my shtick - I genuinely mean it. My first dream car was an XJ220 and I still love the car despite being a whole lot older nowadays. Dad always spoke about it and being able to buy one in GT4 was one of my most special moments. Dad also remembers seeing the TWR XJS's conquer Bathurst in the mid '80s and I've been able to see them both on track and off at historic race meetings. Larry Perkins drove an XJR-9 in 1988 during that incredible race where Jaguar won outright again after more than 30 years. Their road cars weren't always the greatest but they had charm, and the newer models like the XK, F-Type and XF were all distinct in their character. You can't just wipe that all away to promote some stupid agenda that people are not interested in discussing. I'm not against gay or trans people and I don't think many of us are, but taking an established brand that's well loved and turning it into something completely different is wrong. Perhaps our views don't align but business is all about giving the customers what they want. That's it. When I studied graphic design at uni, I learnt that the client is the priority, not you so park any outstanding agendas you might have and do the job. Work together to create the desired product. Seeing this new rebrand goes against everything I've been told, so there's no way that it's going to succeed. The brand is better off dying with dignity than living a lie that people won't buy into. As we sometimes say, "you either die a hero or live long enough to see yourself become the villain". This is not Jaguar. This is a sick joke that insults car enthusiasts all over and makes William Lyons turn in his grave. We are not the enemy, we just want cars that reflect the brand and it's history in an exciting way.
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This really is a shame. Can't say I'm that surprised, though. The whole world seems to have gone bonkers in recent times. This entire 'green' agenda that's continuously being promoted all over the place is bound to attract a particular type of customer (or they're hoping it will)
Most likely Stop the Oil protesters, people against fracking, younger people who think we're all going to die in the next 5 years unless we all stop using fossil fuels, Greta Thunbergs, etc.
As time passes, I have no doubt that more and more people will latch on to these views because they're constantly being propagated in the media, at least in Europe (not sure about elsewhere) An insidious form of propaganda and brainwashing. All designed for someone behind the scenes to make a lotta š¤ š°
Most likely Stop the Oil protesters, people against fracking, younger people who think we're all going to die in the next 5 years unless we all stop using fossil fuels, Greta Thunbergs, etc.
As time passes, I have no doubt that more and more people will latch on to these views because they're constantly being propagated in the media, at least in Europe (not sure about elsewhere) An insidious form of propaganda and brainwashing. All designed for someone behind the scenes to make a lotta š¤ š°
- 9,866
- Denmark
That particular type of customer is someone who thrives on being politically correct. So they are easily persuaded by the media and capitalize on the approval of others who also subscribe to the consensus of the so-called masses. Oftentimes they only pretend to care for the climate etc. because itās uncool not to. š©
JaGUarās campaign is like the epitome of such thinking, because it goes very far to signal political correctness in everything from environmental sustainability to gender, sexuality and race. However, like I said earlier, the people behind this rebranding move are tone-deaf. The ideals behind wokeness are currently getting challenged by multiple things. The European EV industry is struggling, Trump won the US election and Western civilization is preoccupied defending itself. Jaguar is biting off more than they can chew in this political climate.
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- 4,214
- UK
Yes I've witnessed a lot of that too, when it comes to the online news article comments about the new Jaguar branding.
Bare in mind this isn't a verbatim quote, but one comment I read went along the lines of: 'They need to get rid of all the (Cockney rhyming slang for the 'N' word)'s from the advert, as those type of people will always ruin your brand'.
So yeah, if that comment is anything to go by, I'd say it's actually those kind of people that leave those types of comments, that you wouldn't want as your customers or associated with your brand, (unless your name's Musk, that is).
I take my hat off to Jaguar for doing something different within the space of car advertising. I don't even mind the font they've used for their new logo. I think it looks better than just using a 'Carhartt' style type font, that other graphic designers have suggested as a "fix" for the new Jaguar logo.
I'm really forward to see what this 2-seater concept car's going to look like, and the new 4-door too.
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