‘Writing this off is like judging a show on its pilot episode’
Chris Eichenseer, founder, Someoddpilot
“There’s something beautiful and irreverent about it, and I love that ethos. I’m for it. It’s hard to know at this point how self-aware is is, but the intent is right.
“Jaguar has thrown itself so hard into culture that we’re talking about it right now. If the markers for luxury have evolved, perhaps tech-forward is where it’s headed, then it makes sense to find the brand’s voice there. At the same time, equity is to be treasured. Hold onto it forever. But it doesn’t have to be the lead story every day.
“It’s pretty jarring, and I can understand where the backlash comes from. But also, it’s only day one. I have to believe there is an entire architecture underneath this rollout that supports the heritage needs of the brand and allows for expansive new creative and storytelling narratives.
“Writing this off is like judging a show on its pilot episode and not taking in the story across time. It’s a teaser, not the entire idea.”