Filed under: Car Buying, Sedans/Saloons, Marketing/Advertising, Videos, Jaguar
VIDEO: New Jaguar XF spot
The Jaguar XK may have been the subject of the aptly-named "Gorgeous" campaign, but the four-door XF is set to take its turn in the limelight. Since it's due to hit dealer showrooms on March 1, the first TV commercials are invading both our airwaves and YouTube, as evidenced by the :30 spot after the jump. Jaguar's marketing hired guns opted for the typical fast cuts of sex on wheels mixed with good-looking people getting frisky over a soundtrack of "Hush" by Deep Purple. Good stuff. Let's hope it helps folks remember Jaguar's not dead. Thanks for the tip, Chad!
[Source: YouTube]
Gallery: 2009 Jaguar XF
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Reader Comments (Page 1 of 2)
mcheddadi 12:11PM (2/09/2008)
ugh..that song is annoying
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duders 12:16PM (2/09/2008)
No that song is sick. The way they edited it was annoying.
Rene Curry 12:16PM (2/09/2008)
Agree...that song does NOT correlate with Jag-u-are.
Bling Bling Boy 12:22PM (2/09/2008)
**Blank Stare**
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car doctor 12:24PM (2/09/2008)
Too bad the production car lost so much from the concept. From the side - this could be any mid size sedan from any manufacturer. Handsome but not gorgeous
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The Doctor 12:25PM (2/09/2008)
In car adverts I want cars, not a ham-fisted attempt at a "lifestyle" statement with vacuous people mincing about. If they'd got rid of them, it would have been okay...
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Mr. Oak 12:45PM (2/09/2008)
Dear Jaguar:
Nice car, but not for a Jaguar. However this car does not make a statement, it just says me too. Was the chief designer Swiss? It a very neutral design. Will not offend anyone. Will however, bore them to death. Remove the Jaguar logos from this car, it says nothing. It could be a Lexus, or a Hyundai. Would actually make helluva Taurus, but a Jaguar? Naw.
Anyhow, its a start. Hope your next effort is not this tepid
Sincerely,
Lifelong fan of the leaping cat.
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John 12:55PM (2/09/2008)
Having just seen this car in person at the Chicago auto show, it is different from other mid sized cars in this class. One thing I don't think you can get from photos is the size and proportions are different. It looks smaller. I have no idea if it actually is, or if it is just a trick.
Anyways, the guy I work with who owned two XKEs back in the day walked up to the XF and said What a beautiful car.
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Fabri91 12:58PM (2/09/2008)
I might be actually one of the few who like the car, even though i prefer the S-type.
In the spot they should have used fewer useless human beings.
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Noidor 1:19PM (2/09/2008)
I recognize the racetrack - it is the Ascari Race Resort in Southeast Spain.
Commercial is okay, but it's way too ADD for me, all over the place. There is no particular theme to it, no wittiness. It doesn't appeal to German culture, British, French or even American.
Oh and I am not a big fan of marketing people as you could probably tell from my previous posts. I appreciate the market research, but not when product is ruined by them. Such as Audi A5, Sebring, Fusion...etc etc.
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Craig Pitman 1:30PM (2/09/2008)
I personally like it a lot. And I'm a fan of old Jaguars. I personally always thought the S-Type was a bit bloated and a ham-fisted take on Jag design. The XF is sleek and smooth, but a bit less muscular looking than I'd hoped.
I'm a big fan of the looks of the current XJ too (before the ugly facelift), so I hope it's successor lives up in the looks department.
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Jake 1:43PM (2/09/2008)
I don't know why everyone is continually surprised that production cars don't look like their concepts. It's just the way of the world: Concepts are just that: concepts. When you throw the real world into the mix (i.e. 6' 4" drivers, pedestrian safety regulations, etc.) the concepts get markedly diluted. It's common sense.
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jsjs 2:14PM (2/09/2008)
Not bad (certainly not as good-looking as the concept - but that's to be expected these days), but the awkward-looking headlamps really ruin it.
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plugot 2:40PM (2/09/2008)
I think the ad is way too frenetic and doesn't capture the class that Jag has been traditionally known for. The car, on the other hand, is quite smashing for a mid-range luxury car. It really must be seen in the flesh to be appreciated. Put it against a 5 series, equivalent MB and it walks away from them. The Asian blands, eh brands, aren't even in the same showroom as the XF. Now, let's see what happens with the buying public.
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zreeb 2:43PM (2/09/2008)
I like it, but I'm afraid to buy a Jag.
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BOB 3:09PM (2/09/2008)
Nice car -- I will defer to those who have seen it in person, and
wait 'til I do to judege it better.
The point of the song and commercial is SEX SEX SEX --remember the Chris Isaak "Wicked Game" ads they ran awhile back?
Mercedes ads say "You are a solid member of the upper class"
BMW ads say "You are youthful, clever, and powerful"
Jaguar ads say "This car is a powerful woman you can capture."
Although Jag was forced to take some big styling leaps, due to the "classic styling" being over copied by others for so long ----
A Jaguar is a car with the lines of a powerful woman's (or cat's) body, sort of an Ursula Andress.
The reason that Jag sales are in the total toilet is that the old styling placed on a large bulky car made the XJ look like a dowager queen, not a sex object. (and Buick had done a better large Jag copy, the Park Avenue, 10 years before.)
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Gregg 3:17PM (2/09/2008)
I'd be willing to bet that everyone criticizing this design has yet to see it in the metal. Some people have actually suggested a similarity between the XF and the Lincoln MKS. That underscores how little a 2 dimensional picture conveys. The Lincoln is actually super-dumpy by comparison.
Oh, and Jaguar reliability is now just fine. The XJ sedan is very well screwed together, so there is no reason to believe that the XF won't be.
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Tagg 4:16PM (2/09/2008)
I think you will like even better once you see it in person. The car has alot of nice details that do not translate well into a photo like many other cars fail to do.
The Nissan GT-R is one that I didn't think much of in a picture but in person it looks amazing.
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Gregg 4:49PM (2/09/2008)
You haven't seen the car in the metal.
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JSB 5:17PM (2/09/2008)
I've seen the car in person, overall very fresh and sporty, the leaper above the rear plate and the headlight design are poor decisions IMHO.
But what the hell do I know....
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