Jaguar faces significant backlash following the unveiling of a new advertisement that coincided with the launch of its redesigned logo. The promotional video, shared on the brand’s X account under the tagline “Copy Nothing,” showcased androgynous models in flamboyant attire without featuring any of the vehicles, leading to widespread criticism online.
Commentators quickly drew comparisons to Bud Light’s recent controversies, suggesting that Jaguar’s focus on “wokeness” rather than traditional marketing tactics could alienate loyal customers. Notable reactions included humorous jabs from conservative figures who questioned the timing and content of the ad. Comments likened the absence of cars in a car advertisement to a misguided marketing strategy, with some calling for a complete overhaul of the marketing team responsible for the ad.
Despite the negative feedback, Jaguar remained engaged with users, including a response to X CEO Elon Musk. The company emphasized that the ad is part of a larger narrative regarding its brand revamp, arguing that it sets the stage for future developments.
In an upcoming presentation, Jaguar plans to exhibit its vision for “Exuberant Modernism,” describing it as an artistic expression of the brand’s identity. The creative lead at Jaguar, Gerry McGovern, clarified that this rebranding aims to recapture the essence of Jaguar while making it relevant to modern audiences. Managing Director Rawdon Glover echoed this sentiment, stating the company’s commitment to challenging convention and reclaiming its originality.
In their official statement, Jaguar acknowledged that the brand relaunch is intentionally bold and aims to spark discussion as it transitions into a new era. They emphasized the importance of balancing iconic elements with innovative changes to connect with a contemporary clientele.
Despite the current backlash, Jaguar’s strategy reflects a commitment to evolve and engage with a new generation. This could ultimately lead to revitalizing the brand as it strives to inspire and inspire consumers with its longstanding heritage infused with fresh perspectives.
Summary: Jaguar’s new ad campaign, featuring its revamped logo and the slogan “Copy Nothing,” has sparked intense online criticism, drawing comparisons to other controversial marketing missteps. Responding to the backlash, Jaguar reaffirmed its commitment to bold rebranding and shared plans for future exhibitions promoting its artistic vision. The company insists that this transformative approach aims to reclaim its identity while appealing to a modern audience.