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Everyone their own reality?
A controversial car commercial uncovers the trouble with the notion of objective reality
Few car brands are as well-known and revered as Jaguar, in many ways the epitome of British, luxury sports cars. The company was founded as the Swallow Sidecar Company more than 100 years ago, in 1934 rebranded as SS Cars — only to be rebranded again in 1945(for reasons that are not too hard to imagine), as Jaguar. A few weeks ago, another rebranding (this time leaving the name intact) was heralded by means of a commercial that caused quite a stir.
Aside from a small minority of nuanced observers and analysts, who judged it to be a bold, risky move — a gamble that may, or may not, pay off, the reactions fell in two strongly opposed camps. For one group, it clearly threw out every aspect of Jaguar’s heritage, and it will be an unmitigated, brand-destroying disaster. For the other, including the company’s management, the new image resounds with the 21st century vibe, and confidently looks forward to a digital automotive industry that with no room for walnut dashboards and the subdued hum (or the roar, depending on model) of a V-12 engine.
