Jaguar Uses Edgy New Billboard

2015 Jaguar F-Type at Delhi Auto Expo (Credit: © Jaguar)

Jaguar has been turning over a new leaf, not only when it comes to vehicle design but also attitude, as evidenced in its new marketing message that “it’s good to be bad.” This new bad boy image the British automaker has been putting on is rising to a new level, thanks to a controversial billboard that uses the infamous “F-bomb” to grab drivers’ attention.

The billboard invites people to “F the meeting.” It’s a “cheeky” advertisement, as the Brits would say, but it’s quite effective. Of course there are those who think the billboard is referencing a less-than-pleasant four-letter word that begins with the letter “F” but it’s obvious Jaguar is having fun pushing their buttons. The “F” is of course a reference to the company’s super sexy F-Type, with the convertible version already on sale in the United States and a coupe version coming out later in the year.

Jaguar’s marketing team has been on a roll lately. First, it produced a commercial that mocked the incredibly awkward Mercedes chicken commercial that was supposed to highlight its Magic Body Control. The marketing team took to Twitter to put in a quick jab at Maserati after the awe-inspiring Super Bowl commercial for the Ghibli debuted, pointing out that “Ghibli” is a term for hot air.

What new edgy stunt will Jaguar pull off next to call car shoppers’ attention to its rapidly changing, and arguably increasingly compelling, line of new models? The automotive world will be waiting with anticipation, while competitors are hoping the Brits push things a little too far and use up one of those nine lives.