Jaguar is currently facing significant online criticism following the release of a controversial ad that promotes the brand’s reimagined logo. The promotional video, shared on their X (formerly Twitter) account, features vibrant visuals of androgynous models clad in striking outfits, under the tagline “Copy Nothing.” This new campaign aims to highlight creativity and modernity but notably lacks any appearance of the cars themselves throughout its 30-second duration.
Reaction to the ad has been swift and largely negative, with many users drawing comparisons to Bud Light’s recent marketing missteps. Critics argue that the campaign seems to prioritize a progressive narrative over the brand’s core purpose of selling cars. Conservative commentator Robby Starbuck humorously suggested that the ad motivated him to sell a car he doesn’t even own. Other voices echoed similar sentiments, expressing disbelief at the lack of product representation and the overall messaging strategy.
In response to the backlash, Jaguar has been engaging with comments on their X account, clarifying that the ad is part of a broader brand narrative that will unfold, promising future showcases of their vehicles. They have announced that the next step in this rebranding will occur in December, with a global public installation unveiling the “Exuberant Modernism” philosophy, which will showcase new and emerging artists alongside the Jaguar brand.
Jaguar’s Chief Creative Officer, Gerry McGovern, emphasized that this rebranding harkens back to the philosophy of the company’s founder, Sir William Lyons, who believed in creating unique and original vehicles. He stated that the new direction is designed to make Jaguar more relevant to contemporary audiences while maintaining its rich heritage.
Despite the initial backlash, the company is optimistic about its journey ahead. Jaguar presents this rebranding initiative as an opportunity to reclaim its originality and capture the imagination of a new generation of consumers. As the campaign progresses, it will be interesting to see how the brand balances artistic expression with its fundamental identity as an automobile manufacturer.
In summary, Jaguar’s audacious marketing approach has sparked debate but also opens up opportunities for a deeper connection with audiences. Their commitment to a bold and imaginative reinvention, while preserving iconic elements, could pave the way for rekindling love for the brand among both old and new fans.