Jaguar? Pah-guar

I so wanted to like this launch ad for the new Jaguar XE, which competes with Mercedes C Class and BMW 3 Series.  I  enjoyed Jaguar’s previous effort, ‘it’s good to be bad’ in which we are told that Brits make the best villains by some fabulous British villains including Sir Ben Kingsley no less.

Sadly, this new ad just doesn’t do it.  The villain is still there and he has a nice Bond-nemesis-type quality.  But I have two gripes:

1) Call me old fashioned but a black big cat isn’t a jaguar, it’s a panther.  And if you’re bringing the brand to life in the line ‘unleash the cat’ it just makes more sense if the cat you’re featuring throughout is actually a jaguar.

2) More importantly, the car looks bloody terrible.  A year or so back Jaguar launched the F-Type with an ad that was memorable because it made you drool over the car’s looks.  Admittedly, the F-Type is more attractive than the XE.  But when did that ever matter?

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