Our blog yesterday on whether Jaguar's 'Good to be Bad' adverts help or hinder the brand has sparked a torrent of debate. It’s worth remembering that our original point was that the F-type coupé - which we’ve tested extensively - has much more breadth and subtlety than the billboard ads seek to imply
However, because of the success of the associated TV spots, the whole thing soon broadened into a debate about the pros and cons of using celebrities in high-quality advertising video productions.
To reprise: this advert was originally made for screening during TV coverage of the American Superbowl, where a 30-second slot costs millions, so no surprise that Jaguar is prepared to invest in the likes of Sir Ben Kingsley, Tom Hiddleston and Mark Strong to carry its message on camera. The effect has been exactly what Jaguar must have wanted. It went viral after screening, and we're still talking about it more than two months after the Superbowl finished.
Some of you agreed with me that Jaguar’s portrayal of its own car is trite: the company doesn’t even try to portray the full extent of the car’s capabilities. But most of you agreed with my colleague Darren Moss’s assessment that the campaign plays on an ideal that especially suits Jaguar’s current purpose: that being seen as rebellious sweeps away the pipe-and-slippers image Jaguar has been fighting for years. Makes sense, even to me…