You decide what life you want to lead

His campaign is a succession of frames with a cast as diverse as your fourth-grade English textbook and a series of vapid statements, such as “eliminate the ordinary.”

Jaguar, a car manufacturer founded in 1922, has decided to focus on relaunching its brand, disregarding its tradition, its heritage and, above all, its cars.

There is not a single vehicle in the entire video. “Sorry, you dropped that Jaguar in the middle of so much modernity.”

Jaguar’s attempt to reinvent itself also coincided with the unveiling of a new Volvo model.

Oh, surprise, the Swedish car appears in the advertisement.

An advertisement that responds to the fundamentals of communication: appealing to your heart by telling you the story of a couple who are going to have a baby while they push the car in front of you. They don’t sell you a vehicle, they sell you a life plan.

A classic, come on. It wasn’t that difficult either. I understand that a Jaguar doesn’t fit a child’s stroller or grandma’s wheelchair, but you’ll see how the typical man in a suit who never fails or the infallible little dog in a vest fit Balenciaga.

The fact is that, in the inevitable comparison, we are not just talking about advertising. When a company wants to sell you something, they tell you how they see you.. He tells you what he thinks the happiness you aspire to should look like and he offers you a way of life.

While Volvo’s announcement was shared on social media with enthusiastic emoticons, the poor community manager of Jaguar has thrown a mattress on the ground and goes to coffee to defend himself from the rain of comments falling on the company in X.

Users are wondering the same thing Elon Musk: “But you didn’t sell cars?”

One of Jaguar’s responses is worryingly revealing: “Soon you will see things our way”.

It almost seems like a threat. What your eyes see is not reality and you must awaken to a new way of perceiving the world. Ultimately, this is postmodernity. woke up it becomes less and less convincing. Among other powerful reasons, because it’s starting to be painful.

Across the river, Volvo has adopted the maxim “if it ain’t broke, don’t fix it.” Recourse to family is eternal and infallible because, no matter how much we want to sell human beings that they are self-sufficient, everyone needs to love and share their life with someone.

One of the main criticisms of the ideology woke up is that he is dedicated to the exploitation of sentimentality. What’s curious about Volvo’s advertising campaign is that it manages to remind us that It is legitimate that they touch our heartstrings if it is with a proposition that makes sense.

Fortunately, tenderness has moved human beings since the creation of the world.

Moreover, it seems that we are facing the same situation, but that is not quite the case. Volvo advertising has its progressive touches. No more masculine vulnerability which is the protagonist of the advertisement! This man with fragile charm who calls his mother on the phone to reveal his fears about his imminent fatherhood.

Just because. We can talk about family without being rude (hello association of large families, it’s for you and your corny and moralistic “you no longer have money” campaign).

There is no need to go back to medieval times to continue to argue for the protection of what is considered a good life.

Good for Volvo and so much the better for having found this perfect point of dialogue between the present and the past. True conservatism is that which protects the heritage received and integrates new discoveries of what is true, beautiful and good.

Jaguar versus Volvo. One of them has nothing to offer. You decide what life you want to lead.