We were quite impressed by Mercedes-Benz when it aired its Magic Body Control commercial, starring a group of suitably funky chickens demonstrating their ability to jive to Diana Ross and the Supremes. Now, Jaguar has taken the opportunity to poke some fun at its German rival, releasing its own take on the Magic Body Control spot, and um, there's a big cat involved.

You'll really want to take a look at this video, which is just another sign that in terms of clever ads, Jaguar is doing quite well. We aren't sure if "Jaguar vs. Chicken" will make it onto TV any time soon, but it's still fun to see the British brand take the mickey out of Mercedes – it's rare to see automakers go after each other so bluntly in their marketing efforts. Scroll down to watch the video (we've also included a bonus video, Jag's recent "Cat In A Box" spot).




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  • 44 Comments
      NY EVO X MR GUY
      • 1 Year Ago
      Actually, this was entertaining. Cleaver placement of a Jaguar to represent the brand.
      Autoblogist
      • 1 Year Ago
      Didn't know there were so many marketing experts on AB...
      NY EVO X MR GUY
      • 1 Year Ago
      Um......I know I'm going to get in trouble but..... The man loves holding c0ck. He seems to like playing with it. XD Oh oh.....and the pu$$y made the ©o©k disappear. I'm sorry autoblog
      safeerexus
      • 1 Year Ago
      Way to go Jag, kick 'em where the sun don't shine... Worthless innovation from Merc that doesn't even work properly according to early drive reports.
      Steveo
      • 1 Year Ago
      I think it's awesome! Funny and clever. Good job Jaguar. BTW if you drive an XJ SC for 90k that's just so much more fun. You should try it before you make a comment.
      Andrew Zotos Breslin
      I think this is really lacking tact. The Mercedes commercial was both original and successful, and it was obvious that choosing a chicken to represent a luxury car is ridiculous. I really don't think Jaguar's arrogance in their marketing is helping the brand. This is not the only example. I can't speak for everyone, but this left me with an unsavory taste for Jaguar.
      adam1keith1980
      • 1 Year Ago
      The original chicken ads was like Infiniti's old ads with trees and rocks, and it took almost a decade for the Infiniti brand to recover from that disaster. Anyway, good job Jaguar. A Jaguar XJ has and will always be the more interesting choice than the S-class that is on every road.
      jonnybimmer
      • 1 Year Ago
      Seems too forced, especially when you actually have to spell it out by having the actor say "It's just like a Mercedes". Jag may be stepping up their car game, but their ad agency isn't up to par to pick fights with the Germans' agencies. At least they didn't make a jab at Audi. On second thought, maybe they should. It'd be pretty entertaining to see what Audi's agency would make in retaliation.
        sparrk
        • 1 Year Ago
        @jonnybimmer
        Audi and BMW would fight back , Mercedes never does.
      Camaroman101
      • 1 Year Ago
      The magic ride control is too great of a technology to be played off in a commercial.
      Cruising
      • 1 Year Ago
      Anyone else wanted that Jaguar to eat the creepy engineer?
      juststudent
      • 1 Year Ago
      umm doesn't really funny or clever.
      Joe Liebig
      • 1 Year Ago
      If the chicken represents the passenger, I'd rather be taken care of then eaten.
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