Skip to main content
  1. News
  2. Business & Finance
  3. Marketing & PR

Jaguar Eats Mercedes' Chicken for Lunch

See also

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.

Advertisement

News

  • Pro-Russians killed
    Putin issues a warning after 3 armed protestors were shot dead in Ukraine
    Video
    Watch Video
  • Korean ferry capsizes
    Only one of 46 life boats were used in the South Korean ferry sinking
    World News
  • Oscar Pistorius trial
    Oscar Pistorius reads a Valentines Day card from his deceased girlfriend without tears
    Crime News
  • Google patent
    Google applies for patent for what could be the successor to Google Glass
    Tech News
  • 420 in Colorado
    Colorado will celebrate 420 for the first time since marijuana became legal
    Headlines
  • Racist Kansas murderer
    Why isn't the Jewish Community Center shooter being labeled as a terrorist?
    Video
    Watch Video

User login

Log in
Sign in with your email and password. Or reset your password.
Write for us
Interested in becoming an Examiner and sharing your experience and passion? We're always looking for quality writers. Find out more about Examiner.com and apply today!