Now that the decisive factor for the quality of an advertising campaign has been the inclusion of a “progressive” message in it, it is time for corporate boards to reflect on this. The promotion of gender ideology and the like has had the opposite effect than expected. Companies have realised that their own strategies are hurting them, so they are gradually returning to what really attracts customers. The most recent example of this is the British car brand Jaguar. The company is abandoning its collaboration with advertising agency Spark44, whose adverts have been widely criticised for their departure from the traditional brand image. The campaign, entitled “Delete Ordinary”, no longer featured the famous Jaguar logo, no longer showed cars and focused on LGBTQ aesthetics, bright colours (beautiful British pink) and a variety of questionable models. This was seen by the brand’s customers as inconsistent with Jaguar’s legacy of luxury and sporting character.
In 2024, Jaguar sales have halved compared to 2023. It is therefore not surprising that the company has decided to make a change.
Volvo, on the other hand, knows how to make good adverts. The company presented the film by Hoyt Van Hoythem, a cameraman who has worked on productions such as Interstellar and Oppenheimer. The material has received a very positive response. It promotes family values and encourages children, which can be seen as a defiance to the prevailing perversities these days.
Volvo posted a 3 min and 46 second ad on Instagram, shot by Hoyte Van Hoytema, the cinematographer of Interstellar and Oppenheimer.
It goes against every single rule you can think about as a social lead. Length. Format. Over-produced.
Every comment under the ad said it… pic.twitter.com/wkmghuP4ye
— Guillaume Huin (@HuinGuillaume) November 21, 2024
Volvo achieved an all-time high in vehicle sales last year, with sales rising by 8%. The figures speak for themselves.
