Jaguar is facing significant criticism online following the debut of its new advertisement, which features the brand’s updated logo and the slogan “Copy Nothing.” The promotional video showcases androgynous models clad in colorful, extravagant outfits, but notably lacks any images of Jaguar cars throughout its 30-second duration.
This ad has drawn comparisons to Bud Light’s recent advertising missteps, with social media users expressing their displeasure over what they perceive as an emphasis on modernity and wokeness rather than on the actual vehicles Jaguar sells. Commenters on the platform X (formerly Twitter) have made light of the situation, with some claiming that the ad made them reconsider their interest in Jaguar altogether.
In response to the backlash, Jaguar has engaged with users, including a comment from X CEO Elon Musk questioning whether the company sells cars. Jaguar replied affirmatively, inviting Musk to experience their offerings in Miami in December, where the company will unveil a larger initiative labeled “Copy Nothing.” This event is set to showcase the brand’s new philosophy, which embraces artistic expression and aims to connect with emerging artists.
Jaguar’s Chief Creative Officer, Gerry McGovern, explained that the rebranding seeks to align with the values of the company’s founder while also making Jaguar relevant to modern consumers. He emphasized that this transformation is intended to restore the brand’s legacy and appeal to a new generation.
In the face of controversy, Jaguar remains committed to moving forward with its bold vision. The company is poised to reveal more about its rebranding efforts in the coming weeks, aiming to turn the current criticism into an opportunity for reinvention.
Overall, while Jaguar’s ad has sparked a wave of discontent online, the company’s dedication to innovation and reinvention could ultimately lead to a refreshing appeal to a younger audience. Their commitment to artistic expression and a return to the brand’s roots may align well with consumers looking for uniqueness in their choices.