Jaguar understands its new target market far better than ad critic Nigel Farage
We tend to reach for the old adage that “no news is good news” when we are waiting nervously for the outcome of an important event.
The result of grandad’s operation, the call from a teenager with those crucial exam results, the response from the estate agent concerning our low offer for the house we want to buy.
The alternative view is best summarised by the phrase beloved of PR professionals, “I don’t care what you say about me as long as you spell my name right.” This suggests the exact opposite, namely that all news is good news, even bad news is good news, provided it raises the profile of my brand.
As they consider the media coverage of the last week or so, the top management team at the luxury Jaguar car company must be licking their lips with delight at the coverage their new brand launch has achieved. Acres of traditional media coverage, a social media avalanche and some visual imagery that everybody’s talking about.
If you’ve missed it, by the way, you must have spent the past few days on the International Space Station.
The relaunch showcases a group of people from a wide variety of ethnic groups, dressed in a range of blindingly bright and colourful costumes. They are out to intrigue you with a dose of exuberant modernism.
The big theme is “copy nothing”, the marketing equivalent of the political slogan “it’s time for change”. And shock, horror this new brand launch from the Jaguar car company had absolutely no car in it!
The motoring press was largely unimpressed. Every rent-a-columnist in what used to be known as Fleet Street had a view, and even Elon Musk and Nigel Farage waded into the debate. Most commentators were critical. Jaguar was accused of “going woke” and Mr Farage even predicted the company would go bust.
