Case Study: Jaguar vs. Chicken

A Challenger Brand

Our client kept reminding us that Jaguar was a "challenger brand" and that we should think along those lines. My team and I gave them more than they asked for: a video that directly parodied a Mercedes spot. "Jaguar vs. Chicken" is still the brand's most-viewed online video.

The Inspiration

For reference, here is the original Mercedes spot we lampooned. We were all admirers of it. Before we began our own version, I made the off-hand remark that if Jaguar did a spot like that, it would have to end with a chicken dinner for our very big, very hungry cat. Great ideas start like that. Listen to your team; their quietest little observations...they can lead to greatness.