New Jersey is home to the North American headquarters of several of the most prestigious automotive brands – including Jaguar Cars and Mercedes-Benz. Interestingly, the former has taken on the latter in an interesting head-to-head marketing campaign.
First came "Magic Body Control," Mercedes' viral video hit released in September that stars a chicken, a German engineer, and the music of Diana Ross to demonstrate its ride-supreme suspension. An undeniably creative way to showcase automotive technology, more than 7 million viewers tuned in to watch the video on the brand's official YouTube channel. Additionally, Mercedes gained untold value via views via other sites, word-of-mouth, and earned media. It seemed like everyone had something to say about this funny, quirky video...including, apparently, Jaguar.
Yesterday, the British luxury brand issued its commentary – in the form of a video named "Jaguar vs. Chicken." No need to wonder whether or not the cat is taking on the three-pointed star: the title confirms the video's intentions. Immediately upon pressing play, one is greeted with an identical chicken who stars in a parody that pushes every detail, from the cheesier disco music to the smugger German engineer. Unlike Mercedes' spot, this engineer actually dances and then speaks to the camera, explaining that the dancing chicken "is just like a Mercedes." Cue the cat: feathers fly, Herr Engineer is horrified, and an actual jaguar animal is seen and heard, post-chicken-eating. As if that weren't enough, Jaguar then brings in the text:
"Magic Body Control? We prefer cat-like reflexes."
Now, one might argue that a brand with "cat-like reflexes" should have taken less than three months to produce this parody retort. (A quarter of a year is a very long time in the social media world.) Nonetheless, this is a bold video that is putting out an even bolder message that's certainly getting attention. Let's hope that when viewers do some comparison test-driving, Jaguar is prepared to put their money where their snarling, razor-sharp-teeth-containing, chicken-eating mouth is. If they don't serve up a product that consumers feel is at least as good as if not better than the Mercedes competitor, they may just end up eating crow.