Jaguar is facing criticism for its latest advertisement, reminiscent of controversies surrounding other brands, as social media backlash arises in response to its new campaign. The automaker launched a promotional video introducing its reimagined logo on its X account, accompanied by the slogan “Copy Nothing.” The ad showcased androgynous models in vibrant and extravagant outfits, with various slogans encouraging creativity and individuality, yet notably did not feature any cars during its 30-second duration.
Prompted by the ad, many users on X voiced their dissatisfaction, drawing comparisons to similar missteps by brands like Bud Light. Critiques highlighted concerns regarding the ad’s focus on modernism and wokeness instead of the vehicles themselves, with some commenters humorously expressing a desire to sell their Jaguars despite not owning one. Notable figures in the media commented on the poor timing and execution of the campaign, calling for a reassessment of the marketing strategy.
In an exchange with X CEO Elon Musk, who cheekily asked if Jaguars are still sold, the company responded inviting him to a meeting in Miami. Responding to skepticism, Jaguar maintained that the ad is part of an evolving story for the brand, aimed at establishing a new identity that resonates with contemporary audiences.
Jaguar has plans for a December event titled “Copy Nothing,” which will showcase the new brand ethos through artistic expression and installations, aiming to align itself with groundbreaking artists. Chief Creative Officer Gerry McGovern expressed confidence that this rebranding will recapture the essence of Jaguar while making it relevant for modern consumers.
Managing Director Rawdon Glover emphasized a commitment to originality and a transformative approach, indicating that the brand aims to inspire a new generation of Jaguar enthusiasts.
Jaguar’s bold rebranding initiative, while facing criticism, underscores the company’s intent to redefine its identity and engage with a wider audience. The automotive industry is ever-evolving, and Jaguar’s journey reflects a daring attempt to innovate while retaining its storied heritage.
This initiative may not resonate immediately with all consumers, but it opens a pathway for revitalization and could lay a foundation for a stronger connection with future buyers who appreciate a modern, artistic approach.