Jaguar has been promoting its new XK model with the “Gorgeous” campaign. While the car itself is a marvel, the campaign is just disappointing. Slogans include “Gorgeous trumps everything”, “Gorgeous doesn’t care what others are doing” and “Gorgeous can get in everywhere”–all the while showing supermodels you’d expect from Calvin Klein rather than from a top automotive brand. The advertisements don’t even show the car half the time. All this is really sad because a company of Jaguar’s stature could be beyond this kind of ad strategy.
You can check out Jaguar’s Gorgeous campaign (including the commercial videos) here.