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Writer's pictureForrest Proctor

Jaguar’s Latest Ad: A Hunger Games Disaster or Misguided Genius?

Jaguar’s newest commercial has everyone talking—but not in the way their marketing team probably hoped. With Hunger Games-esque visuals, abstract messaging, and a noticeable lack of focus on their actual cars, the ad has sparked debate online. As a filmmaker and ad creator, I wanted to break down this campaign, looking beyond the politics and into the strategy—or lack thereof—behind it.



First ImpressionsAs someone who has produced regional commercials for major brands like Home Depot and Makita, I approached Jaguar’s ad with an open mind. It’s undeniably artistic, with bold colors and striking visuals. However, it left me wondering: who is this for? The ad features characters dressed in elaborate, dystopian outfits, walking around aimlessly, giving the vibe of a fashion or makeup campaign rather than a luxury car brand.

If this were for a trendy product like headphones or lipstick, I might call it a creative success. But for Jaguar—a brand associated with prestige and high-end vehicles—this ad feels out of place. It lacks a clear connection to the product and, more importantly, its core audience.

Understanding Target AudiencesOne of the foundational principles of marketing is knowing your audience. Whenever I create a campaign, I start by drawing out an "avatar"—a detailed profile of the ideal customer. For Jaguar, this likely includes retirees, executives, and high-income individuals who appreciate luxury and sophistication.

Yet this ad seems targeted at a younger, progressive demographic, many of whom are unlikely to buy a Jaguar. Why focus on an audience that doesn't align with your brand or product? This fundamental misstep suggests a disconnect between Jaguar’s marketing department and its actual customers.

What Consumers Want in 2024Recent trends suggest that consumers are craving authenticity and a return to traditional values in advertising. Think back to iconic campaigns like Ford’s "Built Ford Tough" or Carhartt’s rugged commercials showcasing hardworking individuals. These ads resonate because they speak to the everyday realities and aspirations of their target audiences.

Jaguar could have taken a similar approach, highlighting the luxury, performance, and sophistication their cars are known for. Instead, they chose a direction that feels more like a fashion editorial, leaving viewers scratching their heads.

The Problem with Woke MarketingThe ad’s abstract and "inclusive" messaging has drawn criticism for leaning into what many perceive as a "woke" agenda. While inclusivity is important, forcing it into a campaign without a clear strategy can backfire. This isn’t a political issue; it’s about understanding your audience and delivering a message that resonates with them.

The disconnect becomes even more apparent when you look at Jaguar’s sister brand, Land Rover, which sells significantly more vehicles. Land Rover has stayed true to its rugged, adventurous image, appealing to its core audience. Jaguar, on the other hand, seems to be losing its identity in an attempt to stay "relevant."

Missed OpportunitiesJaguar had countless options for this campaign. They could have targeted their traditional audience—wealthy retirees and professionals—with ads that showcase the elegance and luxury of their cars. Picture a serene golf course, a sleek Jaguar pulling up, and a retired couple enjoying the finer things in life. Instead, they opted for an abstract approach that alienates their existing customer base.

The FalloutThe online reaction to the ad has been overwhelmingly negative. On platforms like Twitter, the ratio of views to likes and comments paints a grim picture. While the ad may have generated buzz, it’s the wrong kind—highlighting a marketing failure rather than the car itself.

Lessons for MarketersThis ad is a cautionary tale for anyone in marketing or content creation. Here are some key takeaways:

  1. Know Your Audience: Start with a clear understanding of who you’re trying to reach. Build your campaign around their needs, values, and aspirations.

  2. Stay True to Your Brand: Don’t lose sight of your brand’s identity in an attempt to chase trends.

  3. Balance Creativity and Strategy: Abstract and artistic ads can work, but they should still connect to your product and audience.

  4. Adapt to Feedback: If an ad isn’t resonating, be willing to pivot. Sometimes, it’s better to cut your losses than to double down on a mistake.

Final ThoughtsWhile Jaguar’s ad doesn’t offend me personally, it fails to inspire or connect with its intended audience. It’s a perfect example of what happens when marketing teams prioritize aesthetics and messaging over strategy and results. For Jaguar, a brand already struggling with declining sales, this misstep could prove costly.

Marketing isn’t just about making noise—it’s about making the right noise to the right people. Hopefully, Jaguar’s next campaign will reflect a deeper understanding of its audience and a clearer vision for its future.

ConclusionWhat do you think of Jaguar’s latest ad? Did it miss the mark, or do you see potential in its bold approach? Share your thoughts in the comments, and don’t forget to like and subscribe for more insights on marketing, filmmaking, and content creation.

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