Jaguar seems to be encountering considerable backlash following the release of its latest advertisement, which introduces a new brand logo along with the tagline “Copy Nothing.” The ad, launched on its X account, showcased androgynous models donned in extravagant outfits but notably did not feature any cars during its 30-second runtime. Critics have drawn comparisons to Bud Light’s recent controversies, expressing frustration that the brand is prioritizing modernity and social themes over its core products.
Many users on X voiced their disappointment, with some suggesting the ad undermined the brand’s identity. Observations included comments such as, “This just made me want to sell my Jaguar even though I don’t own one,” and critiques like, “A car ad without cars? That’s a bold strategy.” Others in the marketing field have pointed out that the ad fails to connect with potential customers or communicate the value of Jaguar’s vehicles.
Jaguar’s response to the criticism was to engage directly with users, including X’s CEO Elon Musk, affirming that they do indeed sell cars and inviting him to an upcoming event in Miami on December 2. The company explained that this ad is part of a broader narrative for their rebranding, emphasizing their dedication to artistic expression and creativity.
In a formal announcement, Jaguar revealed plans for a public installation in Miami that will coincide with the full unveiling of their new branding strategy. The initiative aims to highlight artistic collaboration with emerging artists, reinforcing the concept of “Exuberant Modernism.” Jaguar’s Chief Creative Officer, Gerry McGovern, emphasized that this rebranding seeks to recapture the essence of the company’s founding principles while making it relevant for today’s market.
Despite the backlash, there is a hopeful perspective here. Jaguar’s commitment to originality and artistic expression may eventually resonate with a new generation of buyers who value boldness and creativity in branding. As the company continues to unfold its vision, there’s potential for a renewed engagement from the community, setting the stage for innovation in the automotive industry and a fresh appeal to both loyal customers and newcomers alike.