I believe I found the latest spy photo's with limited disguise ...



00 - Copying Nothing

 

Naaah . . . I reckon they searched the glory years under Ford ownership to resurrect that front (and rear)!


The mighty Ford Blitz . . . a wartime hero! . . . LOL

Cheers,

 

I see a reboot of the XJ220 story happening here. jaGuar will seek deposits from those who must be first, then change all the specs. Like the 1000HP as claimed in the reveal. Then come the production delays. Then come the cost overruns and price increases. Then come the contract disputes as depositors attempt to back out.

Eventually (2027?) the zero zero makes it to market. But it is too late. Production costs are through the roof, it will never sell enough to break even, then only a few hundred are built. Tata sells off the remnants of the brand. The car's value stays sky-high because of its rarity and it was the LAST jaGuar EVER BUILT. Ironically, most of the existing cars will be owned by older, wealthy white men.

They are not copying nothing. They are copying everything.

The big difference is that back then, Jaguar was not relying on the XJ220 to boost income OR to save the brand! They actually had a product line to sell.

The concept car as a "cartoon" looks ok. We know a production model will look different (hoping for improvements). The car's reveal was NOT all about making the brand inclusive. But the teaser ad was a blatant publicity grab at any cost. Especially within the domain of this brand. It has achieved that with its flamboyance. If its not actually "woke", it sure is weird.

 

Please explain what the ideological agenda was in the ad because I guess I am simple and can't see it.

The ad wasn't meant to show the car. The car was always going to be unveiled at Art Basel. Not before. The ad was solely to gin up interest in the release and that happened in spades. Every single outlet covered the unveiling solely due to the "controversy" of the ad.

The ad was a massive success. Without it the reveal of the new Jag would likely have barely been covered, a small blip from a few specific auto-interest bloggers.

Because of that silly ad the press couldn't wait to see what the new Jaguar looked like. In fact they fell over themselves to publish the leaked photos and cover that.

You can not like the ad but that's irrelevant - the ad ensured that the release of the car was covered by EVVERYONE (cue Gary Oldman's character in The Professional)

 

The ad was a "success" in much the same way the Dylan Mulvaney ad was a "success" ... as in not a success at all.

You're stuck in the past as far as marketing goes -- there is absolutely bad publicity. You're clueless as to what woke means. You're still in denial DEI is behind all of this, even in the face of the one outspoken left-wing political activist running Jaguar's marketing (the one who put together the woke ad campaign) telling you outright in no uncertain terms Jaguar's entire mission is all about DEI now.

The most predictable part of all of this is when it flops, instead of blaming the left-wing political activist who hijacked the Jaguar brand and ran it into the ground, you'll join him in blaming all the customers for being "intolerant" and "hateful". We've seen this all before.

 

Considering the massive press and reporting on the new Jaguar reveal at Art Basel the pre-ad was a success. It got all the press primed to report on the actual car. It was an absolute and overwhelming success.

Y'all seem to think the ad should have been about the car, or any car. It was never intended to be about the car because the car already had a release date The ad was solely to develop interest in the release and they so over-the-top accomplished that as to be one of the most successful marketing campaigns ever. Why? Because everyone covered the actual release of the car.

But hey, don't take my word for it - here's Edmunds, whose business it is to know these things:

"Plenty of jokes, memes and criticisms were thrown Jaguar’s way when it announced its controversial rebrand a few weeks ago, and perhaps rightly so. But whatever your thoughts, it worked: This is the most anyone has talked about the dormant British brand in, well, maybe ever. Now we have a car to go with the new logos, monograms and typefaces. Meet the Jaguar Type 00.The Type 00 concept previews an all-new fully electric GT that rides on a new platform unique to Jaguar. Design-wise it is a thoroughly modern take on the boat-tail-style cars that were popular in the 1930s. "


If I am clueless about what "woke" means please explain it to me. I have asked repeatedly what made the ad woke and no one, not a single person has been able to put it in their own words.

Please. PLEASE. Tell me in your words what is "woke" about the ad.

I've asked that it be explained simply. Crickets. It can be complex because I can look up words I don't understand if you use them. Crickets.

Please explain what made the ad "woke". What is it specifically that made it "woke"

Here is the definition of woke as defined by the dictionary: ": aware of and actively attentive to important societal facts and issues (especially issues of racial and social justice)"

Here it is from wiki: :Woke, the African-American English synonym for the General American English word awake, has since the 1930s or earlier been used to refer to awareness of social and political issues affecting African Americans, often in the construction stay woke. Beginning in the 2010s, it came to be used to refer to a broader awareness of social inequalities such as racial injustice, sexism, and denial of LGBT rights.

It's funny you're kinda insinuating that I'm a leftist because I don't agree with you that the silly ad was "woke" (not only because it wasn't but because you can't even put down in words why you think it was woke). Given that I am a conservative libertarian, former 82d Airborne Division, former Federal Nuclear protection, former contractor for Naval Special Warfare Command SEAL Teams, current Jag owner, home owner, proud dad of two, Ducati motorcycle racer and once rode across the entirety of the USA on a 200cc 2-stroke 1960s Vespa to raise money ($15,000 btw) for Special Operations Warrior Foundation, I'm hardly what anyone considers as leftist.

What I am is someone who doesn't follow outrage media and parrot what ever someone who likes filming themselves for click likes because they can't do real work says.

Because once the outrage media called it woke ,everone followed, even though even they couldn't point to what was woke about it - other than maybe bright colors? Black people? An Asian? Is that what made it woke?

 

If you're turning to dictionaries to understand what woke means, you're looking in the wrong place, tbh. The internet didn't become a thing just yesterday. We've been through decades of modern internet and web culture now, including many generations of technology, cultural shifts, and trends. What woke may have meant 20 years ago is not what woke means now.

But for the moment, let's assume somebody genuinely doesn't understand what "woke" means in 2024. I think this might be a fairly decent and balanced (he explains it from both sides) primer.


Diversity on its own is not a bad thing, but when you focus too hard on it, when it becomes your sole focus, it becomes the equivalent of a fanatical religion or cult. Some of the ideas and principles we all share and can get behind, but when all you do is brow-beat people painting them as horrible people (especially for things outside their control, like skin color, ethnicity, sex/gender, age, etc.), you're not doing yourself any favors. You're not making any new fans -- you're only creating more critics.

 

Ok now we're getting somewhere. I watched that entire video. I agree in principle. Here's how I see woke:

Woke: James Bond as a black transgender crossdressing drag queen. This would be "woke" because we know who James Bond is. We know his description from the books by Ian Fleming. Turning him into a black transgender crossdressing drag queen would serve no purpose other than to kow-tow to an infitesimally small segment of the population in order to score social media points by people who spend too much time arguing social constructs on reddit. Definitely woke. Could James Bond in a future movie be a black guy and not be woke - probably so. There are certainly black spies working for MI6. I have no doubt people would scream woke, but again, is it woke or is it diversifying an audience to appeal to a broader base and therefore translate to more movie goers and more money?

Semi-Woke: the influx of television commercials featuring mixed race (typically black and white) couples. I've seen quite a few of these and they seem to serve no purpose other than scoring social media points. There isn't an overly large segment of the population in western countries that are black/white mixed race and from my military experience it's typically black guys and really really large, generally poor white women. That's not what's in the commercials of course. Putting this into commercials is probably teetering on woke for the sake of wokeness.

Not woke: The little mermaid as a black girl. The little mermaid is a fictional character. Now some could argue this is "woke" since the Hans Christian Anderson story was written by a white dude, but again, this is a fictional character. Totally made up because mermaids do not exist (and while my example of James Bond above is also a fictional character, he's based on real people - namely white male spies from Britain). For all we know if mermaids did exist they could be black, or green, or yellow or anything. They don't exist though so making Ariel a black girl isn't so much "woke" as it is executives saying "Hey, we want to make more money, what if making Ariel black (and using a wildely popular actress to portray her) resulted in tons more money? Yeah a few white people may refuse to go see the movie, but they'd be offset by the increasing dollars given to us by black audiences, and most white audiences will still come see it anyway because Halle Bailey is widely admired by audiences of all colors"

So now to the ad, which is being widely described as "woke"

Well according to the video it's not woke - it's not pushing a social agenda. It's not trying to make anyone feel bad for past wrongs.

Let's dissect it. It starts on what looks like another planet. It looks like a stylized version of Mars, with a group of people exiting what appears to be an elevator. There's a black woman, another black woman, an asian guy, and a couple white people. That's pretty much a cross-section of society today.

Then it features a black woman (who looks, to me, stereotypically African) dancing in a dress.

There's a white guy with a paint brush over the words "delete ordinary"

There's a white woman with a sledgehammer over the words "break moulds"

There's three white people, two asians, and three black people sitting on a rock. Copy Nothing. Then they leave. The rock suggests the outline of a car, but the car hasn't been revealed yet because the ad wasn't about the car, it was to gin up interest in the release of the car to come three weeks later.

None of the people say anything. None of the ad suggests anything other than Jaguar is reinvisioning itself.

Honestly they look like they'd fit in on the set of the original Star Trek - that's what the costumes said to me.

So even at a -streeeeeeeetch- the only thing that could even remotely be conceived about the ad as "woke" (even though according to the video you provided there is nothing woke about it) is the fact that there are diverse actors in it.

A lot of people have tried to suggest that the actors are gay? or trans? And that's what's woke? but come on. There's no sexuality unless you decide anyone wearing a silly space costume must be politically left or gay or something. Which is totally weird.

So again, if we look at your video definition and description of what woke is - which I 100% agree with - then we look at the ad - there is absolutely nothing woke about it. It's overly stylized. It has non-white paid actors in it. They dont' suggest anything diverse or oppressed, or anti-white, anti-establishment, anti-anything other than perhaps "normal" in the context of an automobile. It doesn't even appear to represent planet earth, but some barren planet (again my first impression was it looked like Mars from old 60s space movies).

If you are saying it's woke because there are non-white characters in it, then so be it. But that ain't woke.

For businesses here is how I see woke:

Woke: Hire all these minorities (whether race or sexuality) regardless of their qualifications. They don't have to do any work, and we will forgive sub-par work, just so we can say we are diverse! That would be woke, and it would be the detriment of any business.

Not Woke: Boy do we have a lot of middle aged white guys here. It seems that we mainly recruit new hires at mostly white companies. What if we started recruiting at some minority schools and areas? They may not have the same qualifications but we should look at marketing in those areas to see if there are some underrepresentative groups that have qualifications.

 

I just want to say that as a creative/brand director for a decade myself the amount of AbnMike's nonsense is hysterical to read. And also painful lol. But from a bright side - at least the jaGUar targed successfully someone.

 

The amount of press at Art Basel focused on Jaguar speaks otherwise. The numbers of articles already discussing the new concept car in the barely 48 hours since the reveal speaks otherwise.

I don't think you're what you say you are at all.

 

So it appears we've found some common ground, but I think you're still missing it a bit.

When he talks about "unimaginative, tokenized attempts at representation" to pander to groups (like LGBT, which he calls out specifically), Jaguar's new ad campaign is exactly what he's talking about. When Jaguar just dumps 80% of its customer-base and pretends it's now just perfectly diverse -- 20% L, 20% G, 20% B, 20% T, and 20% all the other letters that have been added on, that's not believable. It's too contrived -- it's astroturf. It insults the intelligence of any reasonably intelligent people who see right through it for what it is, pandering.

When he talks about "hijacking long-established characters and franchises" he's talking about political activists just like Santino Pietrosanti, companies just like Jaguar, and ad campaigns exactly like this one. The same guy who created that first video about woke specifically addresses this Jaguar ad campaign as such in the first few minutes of this video.


Now you'll change your tune and call him "racist", "homophobic", "transphobic", and all the other slurs that have been intentionally misapplied to anybody you disagree with.

Let's make something crystal clear. When you or your left-wing brethren talk about "diversity" you're not talking about real diversity. To you, diversity means "not white", "not straight", and "not male". You can see a basketball team with 100% black players and call it "diverse" with a straight face, because you have been stuck in left-wing echo chambers for probably the entirety of your life, without even knowing you've been there. The idea that somebody could see something like this and not come to the conclusion "it's 'diverse' so it must be good" is completely foreign to you. As the internet has increasingly allowed the long-suppressed voices and dissent to be heard, you've been taught to hate the very essence of free speech. You label it "hate speech". You've been shielded from the only diversity that actually matters; diversity of opinion. Empathy is not possible for you because you've never been properly introduced to alternative views, not without those views being mis-represented (as you've done yourself in your post above) and demonized from the get-go. Case in point: Discriminating against straight white men is not an ethical, virtuous, or reasonable solution to combat any alleged or perceived discrimination from straight white men in the past. All discrimination, particularly based on immutable traits like race/ethnicity, sex/gender, age, etc. is wrong. Two wrongs will never make a right, isn't that what we teach our kids?

So maybe stop patting yourself on the back so hard for all that cringe virtue signaling. That doesn't make you virtuous.

tldr; This ad campaign is woke *****.

 

only if you look at the paid actors in the ad and come to some conclusion that they must be gays.


Now you'll change your tune and call him "racist", "homophobic", "transphobic", and all the other slurs that have been intentionally misapplied to anybody you disagree with.

and the rest of your made-up diatribe...

And we're done. You're so afraid of those late night dreams you have where your lips touch a weiner and you don't know how to stop it that you react by name-calling anyone you even slightly disagrees with you, lest those same dreams and thoughts of tongue-touching a ***** somehow appear during the daytime as well.

I've not called anyone "racist" "homophobic" or "transphobic" anywhere in this conversation. That is completely made up in your mind. 100% fantasy that you have simply conjured out of thin air and applied to me.

I even went so far as to offer an olive branch and watch your video and explain my POV and you had to react with made up scenarios you think I'd somehow perform, or made up political ideologies that you think I belong to because I disagree with you on this issue.

I literally said I am a straight, white, veteran of Tier 1 and Tier 2 groups, married, with two kids, and identify as a Conservative Libertarian. And yet you have to go on and name call and completely misidentify everything because it solely fits your own narrative and desires, and isn't any reflection of reality.

The reason this ad is "woke" is because deep in your heart you're concerned you got a chub when you watched it. And your manhood, fragile as it is, can't stand the thought of that.

Because that ad is no more woke than I am. Even by your own reference's standard of woke this ad aint' woke.

Is the brand director woke? Probably. Is the ad woke? Nope. It's colorful people in space suits - as your second video suggests it really is akin to a David Bowie music video. Yes yes I know, he was bi so he must be woke too.

PS you also watch way too many talking heads on youtube dude. Get outside. Tongue touch that pecker. You'll be happier.

But I won't see it because while I enjoy a good debate, I'm not going to engage with someone who just makes things up and blanket subscribes people to what they think they must mean, rather than what the person is actually saying.

Because that's arguing with a crazy person, and is futile.

 

An hour or two ago you admitted you were clueless as to what woke even means. Now you're dictating what is and is not woke? Okay guy...

The vast majority disagrees with you. Pretty sure that makes you the crazy one.

...and if that doesn't, your strange obsession with my ***** surely does.

 

Aren't you guys out of **** yet? Sure smells awful of it in here. No one is going to change their mind, why continue the vitriol really? Seems we forgot why this place existed. Not for political rage baiting, but instead for the fact we all share common interest in the love for the Jaguars we do have. I feel that if you really want to continue this pointless exercise, Reddit probably has a lot of space for you for that purpose. Let's face it, none of us would probably have plopped down what they are asking anyway. I mean should be more of a debate around EVs and cost rather than real or perceived agendas.

 

These concept images are quite unsatisfying, they look like the computer rendering equivalent of a sketch done on paper towel with a felt pen.

I get it's just a concept, but other concepts seem to have been much more fleshed out, this looks really quick and dirty; something someone knocked out in a afternoon with a long tea break in the middle..

 

@GGG Paging Super Moderator…. Respectfully suggest that this thread has reached the end of a one way street with not enough room to turn around.

 

Interesting discussion. So before the thread is shut down thought I would add my 2 cents. As far as "woke" goes, like pornograhy you know it when you see it. My take is that there are factions out there (mainly left-leaning) that take pleasure in either seeking out or creating other factions that are looked upon at as victims for one reason or another. Then the move is to go beyond mere acceptance of those "marginalized" groups by requiring that they be celebrated. Much of this is based on the principal that it is wrong to offend anyone which is ironic since everyone these days has been conditioned to be offended by anything and everything. Hence satisfactory "wokeness" can never truly be accomplished since there will be something that will be deemed to offend someone.

 

Makes sense to me.
Seems I am a member of just about the most marginalised and despised minority group on the planet - male, white, oldish (69), heterosexual and non-leftish.

 

If Jaguars new design exercise is the direction they are going there will never be a new Jag. But there will be a new Batmobile.

 

Damn I wish they would have included some unicorns in the ad!

Seriously though, the ad presents with images that reflect the "delete ordinary", "break moulds", "live vivid" etc themes, expressed as bright colors, actors in unusual clothing and hair, and a bit of androgyny. Much like Bowie in the day. These kinds of images are associated with the LGBTQ+ movement. It is nothing new.

These days, vocal supporters and media influencers of the movement sometimes promote a woke agenda. But, I don't think this ad pushes into the "agenda" territory. It simply breaks moulds: while most of us would never have thought to associate this type of media with the Jaguar brand, the ad did its job. It stirred everyone up. Lots of us took the easy step to infer wokeness into the ad because of its imagery. That comes from the recent history of mainstreamed woke agendas from lots of media sources. The ad simply baited us all into ridiculous discussions (or arguments) about its meaning.

The actual 8-minute reveal video did not push into "agenda" territory either. It was actually a bit entertaining, although slightly underwhelming. But because of the buildup, a lot more people took notice.

This does not mean I believe the 00 will be successful or that the brand will survive. In fact, I hate the name Type 00. I'm calling it the Cyberjag. Might as well be a Tesla!