Last week John “Two Jags” Prescott died. The former Deputy Prime Minister liked Jaguars so much that he had one of his own, and one for ministerial purposes.

Also last week Jaguar found itself in the crossfire of an anti-woke backlash for a 30 second social media ad that didn’t feature any cars.

Professional angry man Dan Wootton says Jaguar will be “destroyed for a generation”

The equally reliable Giles Coren says he takes “Jaguar’s woeful rebrand personally” since it is “nothing more nor less than a full-scale assault on Middle England and common decency”.

This is just an advert remember.

Whatever you thought of it, if you saw it, it probably didn’t make you explode in fury and assume that a “wrinkled old crackhead with bobbed hair waving a paintbrush around” is coming to get you personally

(That’s Coren again. He is paid to be cross, but plainly would have done this one for free.)

Jaguar’s point is that if its fans are just the deceased John Prescott and Dan Wootton, that’s not the basis for a business in the future.

The rather jolly ad had high production values, so presumably was expensive to make. But not to distribute – you couldn’t miss it last week.

The attention gained per pound spent was massive.

Jaguar boss Rawdon Glover noted that the brand was already ailing and needed a kick. “If we play in the same way that everybody else does, we’ll just get drowned out,” he said.

What he didn’t say was that just appealing to Jeremy Clarkson is itself a risk, since his own appeal is far from universal.

They need different types of people – women in particular – to like the look of their new electric cars and to find the marketing welcoming rather than like something from the 1970s.

Jaguar’s next ad might well feature an actual car.

Or maybe it will think if it doubles down on this one, pointedly doesn’t mention the cars once more, the volume of the press attraction will far outweigh any advert. And it will be free.

Maybe the Jag ad only accidentally upset all the right people.

The PR afterwards was bang on though.