Jaguar has been criticised by the United Kingdom’s advertising watchdog for a running a mail campaign that may have made people think they were being stalked.
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According to the BBC’s website, the luxury car firm sent out anonymous letters which promised a “photograph next week” of a “perfect match”.
Dozens of people reportedly complained to the Advertising Standards Authority (ASA) about the mailing on the basis that it suggested they were having an affair and Jaguar has apologised and promised not to use the same approach in future.
The BBC said the ASA upheld 37 separate complaints made to it about the “sexually suggestive” letters.
The report said the correspondence arrived in an envelope with a stamp and what appeared to be a typed address and, inside, the typed letter, dated 14 February, contained a string of cryptic messages: “Everyone has their weakness. So, what might drive you wild?
“Could it be the touch of skin on your fingertips? A long, honed body? Firm sensuous curves? A deep, responsive purr?
“Or, do you simply like the feeling of raw power?
“If so, I think I have the perfect match for you. I’ll send you a photograph next week.”
The BBC said letters sent to women were signed “Ian Major”, while those sent to men ended with the name “Elizabeth Jones” and a follow-up mailing then arrived in a large black envelope with the words “prepare to be seduced” printed on the outside – inside was a leaflet for the XKR sports car.
The report added that Jaguar has apologised for the Valentine’s Day themed campaign which it said was meant to be “humorous”.
Jaguar owner Ford was also in trouble over advertising recently – an internet video clip showing a sporty Ka hatchback decapitating a cat with its glass sunroof attracted the ire of animal rights groups.
Ford claimed it had decided not use the ad, but it had been “leaked” onto the internet.
