In September 2013, Mercedes-Benz debuted its new S-Class with Magic Body Control. To help explain its new technology to potential buyers the automaker turned to chickens in a quirky, yet educational, video. In December 2013, Jaguar released a response to Merc’s chicken advert. Jaguar’s clip shows a faux-engineer, erm, dancing with a chicken when suddenly the poor bird falls fowl to a to a nearby Jaguar. The tagline of the advert reads: “Magic Body Control? We prefer cat-like reflexes."