We were quite impressed by Mercedes-Benz when it aired its Magic Body Control commercial, starring a group of suitably funky chickens demonstrating their ability to jive to Diana Ross and the Supremes. Now,Jaguar has taken the opportunity to poke some fun at its German rival, releasing its own take on the Magic Body Control spot, and um, there's a big cat involved.
We aren't sure if "Jaguar vs. Chicken" will make it onto TV any time soon, but it's still fun to see the British brand take the mickey out of Mercedes – it's rare to see automakers go after each other so bluntly in their marketing efforts.
Without context Jaguar’s commercial seems like a bizarre challenge to Mercedes-Benz, but, for viewers privy to Mercedes-Benz’ original, the parody gains humorous clarity.
“Imitation is the highest form of flattery and this video was our way of having a little fun while also giving credit to the creative team at Mercedes,” said Stuart Schorr, vice president of communications and public affairs at Jaguar.
The original commercial attempts to convey how Mercedes’ magic body control functions. The actual feature allows the car’s suspension to anticipate upcoming road situations such as bumpy terrain through a stereo in the windscreen that ensures comfortability.
The German automaker gets this message across by showing disembodied white-gloves and black-sleeves, representing magic body control, propping up chickens, representing Mercedes vehicles.
The peaceful fowl are then guided through a choreographed routine to singer Diana Ross’ “Upside Down” that involves swooping around and bouncing from side to side.
Jaguar took note of the commercial’s popularity and staged a parody. As of press time, the commercial on the brand’s YouTube channel garnered around 300,000 views.
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