You know, it’s possible this might be the best example of a vinyl top that actually, you know, works. Because I think it does! This is a 1972 Jaguar XJ coupé, and it’s a really handsome car, one I haven’t thought about in a while, partially because I can’t recall the last time I actually saw one out in the world. I think growing up I may have had a rich friend who had one of these, and I think her dad just complained about it being in the shop all the time. But, seeing this brochure, I get it now. And, even better is the text of the brochure, which isn’t exactly mind-blowing but just has a few details that are so right and so weird.
Look at these elegant bon vivants, teeth glowing in the shadows, affably chortling about some erudite bullshit. The copy here is great because there’s really only one thing they wanted the writer to say – the car is elegant-looking – and then the writer had to stretch that out for those four truncated columns. That’s how we get the idea that the owners of such a machine are “individualists” put like six different ways, and then we get this use of the word “fluent” I’ve never encountered before:
“Here is a distinctive flow of line, emphasized by the simplified window arrangement and the fluent sweep of the black vinyl roof trim.”
Huh. I kinda like it.
I also like this part, which really feels like grasping for some space-filling text. It goes with picture 8 up there:
“8. The insignia of the smooth, flexible power of the XJ5.3C”
So, it’s a picture of the badge, with the copy saying “this is the badge?” Holy shit.
I mean they could have noted the big reverse lamp there and said something like “Wide, crystalline reversing lamps cast a radiant glow to the rear, banishing shadow and making your retrograde progress an effortless and confident affair.”
I also like how moody this picture of the car is. And those tiny, almost cubic rubber bumper guards there, below the inner headlamps. Perfect for those gentle parking taps!