Jaguar hunting for new advertising agency after disastrous woke rebrand

Is there actually any kind of stereotype about people who buys Jaguars in the first place?

Is that you, Tiny Tim at r1?

On would think that Jaguar would have monitored the agency's campaign before its release.

I don’t know how any company executive would look at that ad and think - yes - that’s what we’re going for! The problem is they’re rebranding to sell EVs that only the 1% can’t afford, and they come out with an ad that looks like they’re hawking Benetton to Gen Z.

Those people look frightening. I wouldn’t go anywhere near what they’re selling.

Why fire just the advertising agency?

Someone at Jaguar had to approve it before the campaign started.

Start at the EVP level.

*can afford, not can’t

Do companies use agencies anymore or is it all becoming inhouse?

Jaguar has been flailing about for a while.

A few years ago, they made a commercial with Arthur Chatto (Princess Margaret's très-butch grandson) attempting to outrun a Land Rover cross-country for a coin-toss wager and losing the bet. Unfortunately, the director missed a trick by not having him strip down to his undies at the end.

r1 Top Gear used to have a running joke Jaaaag drivers were all loveable upper class cads and confidence tricksters (think David Niven in Pink Panther) but if I were to sum up average Jag driver in my mind it would probably be 50+ white guy with a golf club membership. They presumably don't see that as a desirable market.

They were actually quite sumptuous and reliable when Ford Motor Co. owned them. I had a 94 XJR supercharged, went like a bat out of hell, but incredibly luxurious