There are very few people around saying that Jaguar’s rebranding campaign was actually any good, instead we’ve had this weird backstop of ‘well at least you’re talking about it’. I never believed that even when Eastenders said it. If everyone talking about it was the goal, it would have been cheaper to send the board of directors streaking down Whitehall, even with train tickets the way they are.

The strangest thing about the whole deal is not the generic one size fits all visuals, or misreading the room (the world is miserable, and here we have a luxury carmaker reminding us that everything is awesome as long as you have plenty of disposal income), it’s the fact that the one job of a car company is to sell cars.

Everyone is talking about it, sure, but to what end? If we learn anything from Jaguar’s rebranding it’s that its products have been rubbish and the whole company has been phoning it in for the last few years. But just wait until you see what we’re working on… in two years.

Sure, Jaguar was a bit fusty and out of touch, but now it’s a carmaker without cars, a letterhead and a blank social media profile. Might as well go the whole hog, get a PO box address and move back into its childhood bedroom. No cars and no clue, but everyone is talking about it…