Jaguar is currently facing a significant backlash following the release of a new advertisement that promotes its revamped brand identity. The promotional video, which debuted on the company’s account on social media platform X, showcases the reimagined Jaguar logo and carries the slogan “Copy Nothing.” The ad features models in colorful, extravagant outfits, with messages encouraging creativity and a break from the ordinary. Notably, the 30-second clip does not feature any actual cars.
The reaction on social media has not been favorable, with many users comparing this campaign to the controversial advertising strategies of brands like Bud Light. Critics accused Jaguar of prioritizing a modern, “woke” narrative over its core message of selling vehicles. Commentators expressed dissatisfaction with the ad’s execution, emphasizing the absence of cars in a car advertisement.
In response to the criticism, Jaguar’s social media team engaged with users, including a reply to X CEO Elon Musk, confirming that they do sell cars. They maintained that the full story of their rebranding would unfold in the coming months, hinting at a December event where they intend to showcase the new brand philosophy and introduce future artistic collaborations.
Jaguar’s Chief Creative Officer Gerry McGovern explained that the brand’s new direction embraces a philosophy reminiscent of its founder, stressing that the brand is being reinvented to resonate with modern audiences while staying true to its roots. Managing Director Rawdon Glover echoed this sentiment, highlighting the need for a bold reset to reclaim the brand’s original allure and inspire a new generation of customers.
While the initial reception of the advertisement has been tough, Jaguar’s commitment to a transformative brand identity offers a glimpse of a confident and creative future. If these bold moves resonate with the audience, they may ultimately lead to a rejuvenation of the brand’s image and customer loyalty.
Overall, this tumultuous time for Jaguar could serve as an opportunity for the brand to closely examine the feedback received, adjust its messaging, and demonstrate that innovative strategies can coincide with its core identity as an automotive leader.