Better than Don Draper's The REAL sexy Sixties Jaguar ads… as car firm's boss says he was 'surprised' by Mad Men plotline
18:47 GMT, 1 June 2012
Landing the prestigious Jaguar account in last Sunday's episode of Mad Men was one of Don Draper's greatest achievements.
But actual ads released by the luxury car company's U.S. sector in the late Sixties and early Seventies blow the fictional character's efforts out of the water.
In a series of ads released by Jaguar USA yesterday via its Facebook page, powerful slogans read: 'XKE topless' and 'Finally'. They are arguably both easier to digest than 'Jaguar: At last, something beautiful you can truly own', the tagline Don and his creative team presented in the episode.
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Bold: In light of Mad Men's most recent episode, which saw an advertising pitch to Jaguar, the car company posted past advertisements on its Facebook page, such as the above ad from 1969
Both of the actual slogans, which are sexier than any of the ones thrown in the ring during the episode, were featured in ads released by the British manufactuer in the late Sixties.
The brief and snappy taglines continued into the early Seventies also.
A 1971 ad for a V-12 model featured the tagline: 'Born: The 12-cylinder animal.'
'Man, meet machine, Jaguar V-12' was scrawled across a 1973 ad that promoted an E-Type coupe.
Success: Don Draper and his team's pitch to a fictional Jaguar selection committee, pictured above, landed them the account. Its slogan was long-winded compared to actual Jaguar ad slogans from later in the decade
The ads undoubtedly put potential customers right in the driver's seat.
Nevertheless, simply being featured in the hit AMC series should serve as a publicity coup for the company, particularly as the ongoing product placement is treated so favorably.
But Jaguar USA expressed shock over the show's salacious portrayal of the company's business ethics during last week's episode.
A plot line involved Joan Holloway
Harris accepting an offer of sex from one of Jaguar's
dealers to help Sterling Cooper Draper Pryce secure the car company's ad business.
David Pryor, vice president for brand development at Jaguar USA, told AdAge.com:
'As I watched the show, I was wondering where the pitch was going to
go… I would say we were fairly surprised at the turn of events.'
Clever: An advertisement for a striking Jaguar XKE model, first released in 1968, above, simply read 'Finally'
Catchy: Another ad for a V-12 E-Type coupe, first seen in 1973, read: 'Man, meet machine, Jaguar V-12'
Direct: An ad for the V-12, released in 1971, was printed with the simple words: 'Born: The 12-cylinder animal'
In accepting the offer of sex from
Herb Rennet, the fictional head of Jaguar Dealers Association featured
in the episode, Joan also received a five per cent stake in SCDP as well as a junior partnership.
tweeted just after the episode aired on Sunday night: 'Loved the pitch,
didn't love the process. We applaud Peggy leaving SCDP.'
The tweet had also referred to Peggy Olson's resignation from the fictional New York ad firm.
Of course, the pitch presented by Don was received far better by Jaguar USA.
said: 'One connection I liked was, they went down this emotional path.
They weren't trying to sell the car, they were building on this
emotional connection, this love, this lust that people had for the brand
back then and that we're trying to recreate now.'
Surprise: A spokesman for Jaguar USA said the company was 'surprised' to learn of Mad Men's portrayal of its business ethics. It involved Joan, left, sleeping with a company rep, right, to help secure its ad account
The details of Jaguar's product placement have not been revealed as yet.
Not surprisingly, however, Mr Pryor further expressed how much he enjoys the series.
'I'm a big fan of the show,' he said. 'It was gratifying to see our brand portrayed.'
He added that the car company had no idea about the plot line before claiming that the only call to come through was one in regards to advertising during the Sixties as well as what a typical showroom and dealership looked like.