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Jaguar takes bite out of Mercedes' Magic Body Control chicken ad

We were quite impressed by Mercedes-Benz when it aired its Magic Body Control commercial, starring a group suitably funky chickens demonstrating their ability to jive to Diana Ross and the Supremes. Now, Jaguar has taken the opportunity to poke some fun at its German rival, releasing its own take on the Magic Body Control spot, and um, there's a big cat involved.
You'll really want to take a look at this video, which is just another sign that in terms of clever ads, Jaguar is doing quite well. We aren't sure if "Jaguar vs. Chicken" will make it onto TV any time soon, but it's still fun to see the British brand take the mickey out of Mercedes - it's rare to see automakers go after each other so bluntly in their marketing efforts. Scroll down to watch the video (we've also included a bonus video, Jag's recent "Cat In A Box" spot).

Jaguar Land Rover proposes seats that scientifically massage your butt, for your health

Habitually sitting too long can degrade a person's health. Scientific research has proven that dormancy can increase the risk of obesity, diabetes, cardiovascular disease, deep-vein thrombosis, and metabolic syndrome, according to the Harvard Medical School. Although sitting can be avoided in many cases, such as using a standing desk at work, taking a seat is the only option when hopping in the car for a drive. Jaguar Land Rover (JLR) is hoping to address this negative aspect of cars with a new high-tech seat that the company says mimics the act of walking.  JLR calls the concept a shape-shifting, or morphable, seat system, and it is currently in a trial period with Jaguar Land Rover’s Body Interiors Research division. Using actuators built into the seat's foam, the seat will constantly be in motion with micro-adjustments that can be tuned to the needs of different people and body types. JLR believes it has created a system that recreates what is known as pelvic oscillation, a motion that can supposedly trick the brain into thinking the body is walking. In addition to helping to prevent internal health issues, JLR also notes that a sedentary lifestyle can degrade and shorten muscles in the legs, hips, and rear. If these muscles are worked on a regular basis, the chance and risk of injury and back issues could potentially be reduced. The new seats are just one of many car interior technologies JLR has explored. In the past, we've seen tech that tracks brainwaves and heart rates, creates augmented reality, helps prevent motion sickness, and helps stop the spread of germs. They've also taken the time to have an expert demonstrate the perfect seating position. Most of this stuff is experimental for now, but it's possible similar features could eventually trickle down to production cars, in time. See how the seat moves in the video below. Related Video:    

Watch a Jaguar F-Type R drag a parachute at 186 mph

With carbon-ceramic brakes on offer, the Jaguar F-Type R Coupe can shed off speed even faster than it can rack it up. Even the standard steel rotors do a pretty good job of it. But what would happen if you deployed a parachute out the back of the Jag at 186 miles per hour, like you might with a drag racer? That's what the British automaker has found out in this latest video. And just why would they do such a thing, you ask? Because Bloodhound, that's why. Jaguar is providing technical support to the Bloodhound SSC land speed record attempt, and one of the roles into which the F-Type has been pressed is to check the parachute that will (along with the air brakes and rotors) form an integral part of the jet- and rocket-powered vehicle's run. To make sure the chute would do its job, the team put Royal Air Force pilot Andy Green behind the wheel of the specially equipped F-Type at the RAF air base in Bentwaters, Suffolk, UK, had him speed down the runway up to the car's top speed and deploy the chute. Fortunately, as you can see from the minute-long clip, everything seemed to have gone according to plan – though we're not sure about the logic behind the assertion that if "it worked at 180, it will definitely work at a thousand miles an hour." Related Video: Jaguar F-TYPE Performs Mission Critical Parachute Deployment Test for British World Land Speed Record Challenger Bloodhound SSC 12 June 2015 - World land speed record holder Andy Green drives an F-TYPE R Coupe at top speed of 186mph to test Bloodhound SSC's parachute deployment system - The test continues Jaguar's technical partnership in the world land speed record attempt, following a high-speed communications test run in South Africa in 2014 - Jaguar will be at the heart of Bloodhound SSC providing its 5.0-litre 550PS supercharged V8 engine to power the rocket's oxidiser pump Today, Jaguar and the world land speed record holder RAF Wing Commander Andy Green performed vital high-speed parachute tests as part of the company's on-going technical support for this unique engineering adventure: creating a car that can cover a mile in just 3.6 seconds. The jet and rocket powered car, which aims to surpass the current record of 763.035mph before targeting 1000mph, has multiple braking systems including air-brakes ('doors' mounted on the side of the car which open to increase aerodynamic drag) and disc brakes (used when slowing down from 200mph).