- Sep 13, 2002
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Jaguar goes full "Zoolander" in its horrible new branding reveal . . .
- Thread starter torbee
- Start date
Probably paid some consulting company $50MM for that stupid shit
If I owned stock I would be selling RIGHT NOW.
I actually double checked to make sure it wasn't a different Jag.
LULZ.
I actually double checked to make sure it wasn't a different Jag.
LULZ.
Is this the automobile company Jaguar?
You can tell it's a good ad because they don't even show the car in it.
That willl certainly trigger Libs of TikTok
- Sep 13, 2002
- 98,392
- 205,713
- 113
The Bullwark write up on this was good:
Graphic Design Is My PassionYesterday Jaguar did a full rebrand. Have a look at the ad. Mother of God. It’s like they kidnapped a French haute couture designer from 1995, gave him a pound of mescaline, and just started rolling the camera. It’s like a sketch from the opening ceremonies of the Paris Olympics that got cut for being too on the nose. It’s like a Mugatu ad from Zoolander. All of which would be fine if this were a rebrand for Benetton or Derelicte. But we’re talking about a car company whose main asset is its British heritage. There are so many layers here. The first is that we’re witnessing one of Britain’s greatest cultural humiliations. Jaguar is one of its iconic car companies—but Jaguar is now owned by an Indian corporation and was run until recently by a Frenchman named Thierry Yves Henri Bolloré. The second is the sheer incompetence of the Jaguar executive team. Bolloré resigned as CEO of Jaguar a couple years ago, but not before setting the brand on its current path. He decided to “reimagine” Jaguar as an ultra-luxury electric car company and he put in motion a series of actions that led us to this point: Sunsetting all but one of the company’s current models, designing a successor lineup that would supposedly compete with bespoke automakers, and shifting production resources to match this vision. Once Bolloré began tipping over these dominoes, the brand was committed to his scheme even after he stepped away. So the company is now in the position of trying to execute the foolish plan of a departed CEO because it has no alternative. The third is the level of brand malpractice. I am not kidding when I say that this might be the worst branding mistake in history. At least when Coca-Cola did New Coke it was able to quickly spin up the old formula as Coke Classic and make a soft relaunch while always keeping product on the shelves. But an automaker selling fewer than 100,000 cars per year cannot shift backwards after nuking its entire lineup and retooling production plants to an entirely different manufacturing process. But the fourth level? That’s where I get really mad. It’s the graphic design. Here’s the evolution of the Jaguar logo and mark over the years:
Why is the typeface so soft? Jaguar’s heritage is aggressive, sporty cars. This feels like a typeface an upscale food-delivery app would use. Why so much kerning between the letters? Jaguar has traditionally kept the letters in its wordmark tightly grouped to convey solidity, mass, and speed. These letters are just floating aimlessly in space. No purpose. No velocity. And for the love of all that’s holy, why are the a’s and the r lowercase? The G is clearly uppercase. The J and U are probably uppercase, but the font gives this some slight ambiguity. But the a’s and the r are unmistakably lowercase for absolutely no reason. It’s a choice designed to disgust and alienate—or at least annoy—the viewer. Someone should go to jail for this abomination. |
by any chance is the jaguar cfo the same person who managed the kamala harris campaign finances?
I'm not sure what I just saw. I kind of feel like eating some skittles now though
They recently hired the Disney CEO who was heard saying that "At least 50% of the new cars coming off the line will be gay."
Let’s get some more car commercials like that, maybe we could finally get high speed rail.
Apparently it has some libs triggered as well. At least we have finally found something they all can agree on. Maybe for different reasons but hey, progress.
It’s strange, indeed. But here we are talking about it, so maybe it worked? I dunno.
That was horrific. From now on I’m only buying Aston Martins.
they are predicting a world without cars, sort of a "mad max" thing, but instead of no gasoline or oil, we have no cars
probably why elon thinks of other things to do also
probably why elon thinks of other things to do also
actually ford got out of the whole jag/volvo /range rover deal a while ago , but point taken as to quality
I would bet all of my money that someone in that commercial is related to a person high up at the ad agency and this was a way for them to help that person get gainful employment. The pitch started "You know, I know where we get a few Eunuchs..."
That ad made me feel things but the urge to buy a Jaguar was not one of them. I do kind of want to throw buckets of paint against a wall for some reason.
