Jaguar is currently experiencing significant backlash following the release of its new promotional ad, which showcased a reimagined logo under the slogan “Copy Nothing.” The ad, which was shared on the brand’s X (formerly Twitter) account, featured androgynous models in vibrant, extravagant outfits, and opted not to display any of the vehicles throughout its entire 30-second duration.
The online response was swift and negative, with many users drawing comparisons to the controversies faced by Bud Light, suggesting that Jaguar’s focus on modernism and wokeness overshadowed its primary message of selling cars. Several conservative commentators and social media users condemned the ad, calling for a reevaluation of the marketing strategy employed by the car manufacturer.
Despite the criticism, Jaguar’s response included engagement with user comments on X, including a cheeky reply to X CEO Elon Musk’s inquiry about whether they still sell cars. Jaguar assured that the narrative behind the ad is still developing, and details surrounding the rebranding would become clearer in the near future.
In an announcement, Jaguar is set to present a significant event in December that will feature their reimagined branding and highlight the essence of “Exuberant Modernism.” This event aims to establish Jaguar’s commitment to artistic expression and will showcase emerging artists who align with its new philosophy.
There is a sense of optimism in Jaguar’s vision, as Chief Creative Officer Gerry McGovern emphasized the company’s commitment to being bold and imaginative while staying true to its roots. He expressed that the rebranding represents a return to the values that made Jaguar beloved while ensuring its relevance for contemporary audiences.
Managing Director Rawdon Glover also articulated that this transformation is a fearless step towards reclaiming Jaguar’s originality and inspiring a new generation. As Jaguar charts this bold new path, they hope to engage with customers in innovative ways, signaling the brand’s readiness for a fresh start.
While the initial reception of the new ad may not be favorable, Jaguar is committed to recalibrating its brand and marketing strategy, aiming to restore its appeal among consumers. The upcoming months could unveil key developments that may shift public perception positively.
In summary, although Jaguar faces a challenging reaction to its new campaign, its leaders are hopeful that through their ambitious rebranding efforts, they can reestablish the brand’s reputation and connect meaningfully with a new generation of consumers.