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December 30, 2005

The gorgeous Jag generation 

Jaguar XK web site screen shot
Ever since I covered the new XK in ’s print edition about three months ago, I have been in love with the . ’s is impressive, especially as it’s the culmination of a dream he has held since he was a boy: to create his own Jaguar from concept to release.
   It’s getting plenty of (such as in Lucire’s recent ‘The Car to Be Seen in’, which I chair), which is why I think its latest , covered by Frederik Samuel at the Advertising/Design Goodness blog, is a clever one. The focus on the word gorgeous and hardly show the product. Frederik doesn’t like them, but I do.
   They make sense to me: are more and . They don’t need to be shown a product that is already getting a lot of attention (with more to come as it is released, by market). If anything, showing the product makes it all duller. Most Jaguar XK8western car buyers surf to get more info. And, finally, a car is a item, especially when it comes to Jags. People buy into a , and Jaguar needed to define that as more than the image it presently holds (with the likes of and being its proponents).
   At least it isn’t that ‘new Jag generation’ which had flogging X-types, a car that appealed mainly to the ‘old Jag generation’.
   Too-thin types and the Jaguar have their place, and they work together beautifully here. Buying a Jaguar XK is about an image, so why not play on the fantasy first, provide the setting, and allow the customer to fill in the gaps with his or her own little adventures?
   The campaign is at this link, including videos.
I saw the car in the flesh at the LA Auto Show. It's boring and forgettable (and I love Jags). The only thing worse than the car is the campaign - an unlovely car being called gorgeous by its maker is a pathetic state of affairs. Wait til someone buys it, then let them call it beautiful.  
There is one angle that I didn’t mention as it is generally only relevant to the Brits: ‘Gorgeous’ as a term, addressed to someone, either male or female. It has a slight overtone of that humour. But in other countries this does not translate—and in such cases, I do agree that it is better for the public to label the car with such an adjective than its manufacturer. While I like global campaigns, there are hitches such as this.  
any ideas where I can find the text for this campaign?  
Bruce, I don’t have the print version but the web site is at  
I realy like this one its about time that they braught some fashion in to them!  
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