Jaguar Went Off-Road With This Ad; Here’s What Decode Revealed

Technology Used

Predictive AI

Predictive artificial intelligence (AI) refers to the use of machine learning to identify patterns in past events and make predictions about future events

To Measure Attention

Heatmaps

These visualize areas of the image or video that are likely to capture the most attention and areas that may receive less attention using a VIBGYOR color gradient.

Fog maps are visual representations that highlight areas of a visual field or image where viewers experience low clarity or comprehension, indicating regions that may be confusing or unclear.

Fog Maps

It quantifies the level of attention drawn by an image or video, indicating the consensus on its most captivating elements. Images/videos with numerous intriguing components tend to score lower as attention disperses. Conversely, assets with fewer focal points garner higher scores as viewer gazes converge on specific areas.

Focus Score

Saliency Maps

Saliency Maps highlight sections that are likely to be viewed by your audience; this map will only show the areas which are viewed by the users.

Attention Score

It quantifies the overall interest the stimuli has received. It is calculated based on the intensity of heat maps. If there are more intense regions, the attention value will be higher.

To Measure Clarity & Engagement

Clarity Score

It tells you if your customers will easily understand your stuff or not. It helps you see how clear your message or visuals are, so you can make them better for your audience.

Area of Interest

Define specific regions within your content for an even deeper analysis of viewer engagement.

Second by Second Analysis

This offers users deeper insights, elevating research to a new level of advanced data analysis.

Detailed Analysis of the Ad

Overall Score

50.38/100

Highest Focus: This frame held the highest focus of 89.82 at 15 seconds of the commercial as the lady in red becomes the prime focus

Lowest Focus: This frame had a lot elements to focus on, thus bringing down the score to 45.39

Highest Clarity: The text on screen provided the highest clarity (79.12) ad kept the messaging to the point at 16 seconds

Lowest Clarity: The clarity of the commercial was lost at the very beginning of it when the text "create exuberant" appeared baseless to what the commercial was about

Highest Attention: The swift movement and multiple characters on screen spiked the attention to 68.79 (21 s)

Lowest Attention: The commercial marked its lowest attention 17.28 at 15 seconds when there was less movements with the character present on-screen

Summary Analysis

Jaguar's "Copy Nothing" campaign represents a radical shift from conventional automotive advertising, featuring high-fashion models in vibrant outfits rather than showcasing vehicles. This bold rebranding targets younger, design-conscious consumers through cryptic messaging like "Create Exuberant" and "Live Vivid," positioning the brand as a symbol of creative luxury and individuality.

However, our analysis reveals mixed results: while the campaign achieved strong focus (89.82) when the woman in red dominated the screen and peak clarity (79.12) through concise on-screen text, attention levels dropped significantly to just 17.28 during static moments. With only 29.28% viewer retention, the abstract approach may have prioritized artistic expression over audience engagement, potentially alienating viewers expecting traditional automotive messaging.

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Suggestions for Improvement

Clarify the messaging by replacing cryptic slogans like “Create Exuberant” with clearer, brand-rooted lines such as “Luxury Reimagined” to better convey Jaguar’s new identity.