Loving the new Jaguar "Villains" campaign

Jaguar has a special place in my heart, but I feel it has been consistently mismanaged as a brand for many years--always struggling to find a narrative that is relevant to a younger American audience without reverting to English snob appeal. I think the latest "British Villains" campaign really hits the right balance. The new campaign emphasizes the Britishness of the brand heritage, as well as the sexiness and muscle in the latest products, all the while not taking itself too seriously. This mix of humor and suave cool are a winning combination, and I hope it really helps get Americans excited about Jaguar. Interestingly they are not running this campaign in England, according to my UK friends, who had no idea what I was talking about when I mentioned these ads in conversation.

Comments

[motoringconbrio]

I think the whole "bad guys are always British people" thing would be lost on them. After all, where is that occurring but in American movies? In British, ah, films, they're probably Russian or something.

[alex hofstetter]

Disagree with you Bradley. Too much "cute" villainy and not enough reason to buy the car.

Love your site.

You need to post more, but I guess your business is getting good. Congrats.

[Auntie Loch-Braiques]

Sir Ben Kingsley, is it not.?