It was an insane amount of wasted money…
This is an ad you should see on what not to do… and another ad that is great and done right.
First, let’s look at the bad ad… it’s how you destroy a company’s positioning, branding, and marketing.
As an advertising professional, who has created over 400 TV commercials, 13 infomercials, and hundreds of videos and VSL’s for clients, I’m shocked by Jaguar’s 2024 ad.
I’ve won 120 marketing awards, so I can criticize it from a professional point of view.
Jaguar created a political and ideological ad, not an ad to sell its cars… and it will pay a price.
Here are three clear reality checks…
Reality Check #1: Jaguar’s Ad was Ideologically Driven
Jaguar released a 2024 ad campaign that has everyone scratching their heads…
In the ad, they sing, dance, and celebrate their “diversity,“ but one thing is missing… a car.
That’s right there isn’t a single car in the ad.
And there is no USP. No benefits. No sales.
Jaguar’s traditional target market is more conservative and affluent who values style, performance, prestige, and tradition.
However, Jaguar’s new CMO wants to rebrand their cars to appeal to “diverse, design minded, younger, feminine, influent buyers.“
Jaguar’s ad promotes diversity, equity, and inclusion (DEI)… but doesn’t even link the message to its cars.
Even Tesla founder Elon Musk questioned Jaguar’s new ad for lacking any cars, hosting on X, “do you sell cars?”
Jaguar’s latest ad exemplifies how misguided messaging can alienate audiences by prioritizing ideology over brand messaging.
It’s polarized ad divided it’s target audience. It went viral – in a bad, destructive way.
By contrast, Volvo’s “family” ad has struck a chord across social media by embracing universal themes of love, togetherness, and inclusivity without veering into divisiveness.
It went viral in a good and positive way.
Reality Check #2: Volvo’s New Great Ad
Now, let’s look at a company that got it right.
Volvos “family“ ad received massive praise on social media from ad industry professionals. Many applaud its wholesome content and lack of social engineering and political dogma.
Volvos family ad stays true to the cars company brand… safety, family, and history. It invokes positive emotional feelings, and Volvo’s commitment to safety, reliability, and the development of family-friendly vehicles.
It has a USP. Benefits. Sales.
Many cry after seeing it.
Reality Check #3: Other Companies Have Suffered from Social Engineering
If history is any guide, this Jaguar campaign will most likely drive the brand straight down the tubes and lose the company millions – just like it did for these companies…This is not about your social or political positions, it’s about making sells or not making sells and growing, not losing your branding and market share.
Here are a few notable examples:
- Bud Light and Dylan Mulvaney Campaign
Anheuser-Busch faced backlash for partnering with transgender influencer Dylan Mulvaney.
Loss details: Bud Light’s U.S. sales declined by $500 million following the backlash. U.S. revenue declined by 9.5% for 2023, driven by a 17.3% drop in Q4.
The controversy also led to a significant 15% drop in U.S. sales to wholesalers and a 14% drop in retailers.
After firing the marketing team, they are fighting to restore loss sales.
- Target’s Pride Collection Backlash
Target was criticized for its Pride Month collection, which included LGBTQ+ themed merchandise for children. Amid threats and protests, the company removed some items from some stores, angering both LGBTQ+ advocates and conservative critics. This damaged its reputation and caused financial losses.
Loss details: Shortly after the controversy emerged, the company reported a $9 billion decline in market valuation and reduced store traffic during the affected period.
Since then, Target has dropped its initiatives.
- Kohl’s Backlash
Kohl’s faced backlash over LGBTQ+ baby clothing.
Loss details: Contributing to a loss of around $1 billion and market valuation in the weeks following the controversy.
- Gillette’s “Toxic Masculinity“ Ad:
The ad targeted issues like bullying and sexism but alienated a segment of its audience who felt the brands was lecturing or stereotyping men, leading to a polarized reaction.
Loss details: Gillette ad cured an $8 billion loss following its controversial “The Best Men Can Be“ ad, which addressed toxic masculinity.
Clearly, Jaguar didn’t get the message…
This is a critical lesson for brands: audiences gravitate towards authenticity and messaging that speaks to them, not polarizing ideological agendas.
In today’s market, the most effective campaigns are those that speak to the brand and its target audience. In marketing you don’t try to change minds, you try to have the market agree with you.
Watch the two ads by clicking the links below, and you can decide which will sell more cars.
Click HERE to see the Jaguar Ad:
Click HERE to see the Volvo EX90 “family” Ad:
What do you think? Give Michael a call at (615) 933-4647 or email him at [email protected].
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