From leaper to creaper. Hangover made in Bollywoke. Since 2008, Jaguar has been part of the Indian Tata Group.
With their new brand identity, the people in charge at Jaguar have shocked the brand's previous fans. “The new era. A momentous change is imminent.” The image spot (t (spott in German means "mockery") is supposed to convey this change and celebrate originality (“Copy nothing - We don't copy anything.” and “Celebrate originality.” ) – and yet this commercial is absolutely interchangeable with many others that use the same colors and moves to advertise completely different product categories (e.g. telecommunications). The image is more in the direction of “attitude” and “identity first, product second” than it is derived from the product. Maybe the tires will even be available in rainbow colors as an extra, supplemented by a few incense sticks (of course, only electric and emission-free).

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