Jaguar is currently facing criticism similar to that experienced by Bud Light following the launch of a new advertisement on Tuesday. The promotional video was introduced on their X account, showcasing a reimagined logo alongside the tagline “Copy Nothing.” The ad featured androgynous models in vibrant and extravagant outfits, including one male model donned in a dress, and contained messages such as “create exuberant,” “live vivid,” “delete ordinary,” and “break moulds.” Notably, there were no cars featured in its 30-second duration.
Shortly after the ad’s debut, social media users expressed their discontent, comparing the campaign to “Bud Light 2.0” for prioritizing a modern and progressive message over traditional car advertising. Comments ranged from humorous quips to serious critiques, with some users humorously threatening to sell their Jaguars despite not owning one. PR professionals and journalists also weighed in, denouncing the ad’s lack of connection to the product being sold and questioning its overall strategy.
In response to the backlash, Jaguar’s X account engaged with several comments, including one from X CEO Elon Musk, who inquired, “Do you sell cars?” Jaguar replied affirmatively, inviting him to an event in December. The company emphasized that the rebranding effort is part of a broader narrative, stating that “the story’s still unfolding.”
Jaguar plans to unveil its “Copy Nothing” initiative in early December in Miami, presenting a public installation that reflects its new branding philosophy, which aims to advocate for artistic expression. Chief Creative Officer Gerry McGovern argued that this direction harkens back to the company’s original ethos under founder Sir William Lyons, aiming to connect with contemporary audiences while maintaining the core values that endeared the brand to its customers.
The Managing Director, Rawdon Glover, reiterated this transformation, aiming to reclaim Jaguar’s originality and inspire a new generation. Jaguar’s statement highlighted the excitement surrounding this reinvention, suggesting that while the initial response may have been mixed, the brand is committed to its evolutionary journey.
In summary, while the backlash regarding the new ad underscores the challenges of modern advertising strategies, it also presents an opportunity for Jaguar to re-engage with its audience in an innovative way. As the brand navigates this moment, it seems poised for transformation and growth, embracing both its heritage and a vision for the future.