Jaguar is currently facing significant online criticism following the release of a controversial new ad that showcases its redesigned logo. The promotional video was posted on the company’s X account and includes the tagline “Copy Nothing.” Instead of featuring the cars, the ad highlights androgynous models dressed in vibrant, exaggerated outfits. Accompanying phrases such as “create exuberant,” “live vivid,” “delete ordinary,” and “break molds” further emphasize a message that appears to prioritize modernism and wokeness over traditional car marketing.
The backlash was swift, with many users comparing the ad to Bud Light’s recent missteps, suggesting that Jaguar has misjudged its target audience. Critics voiced their displeasure on social media, with comments ranging from sarcasm to outright derision. Some observers, including notable conservative voices, expressed disbelief that the company would release a car ad without showcasing any vehicles.
In response to the criticisms, Jaguar interacted with several commenters, including X CEO Elon Musk, who inquired if the company actually sells cars. Jaguar confirmed this and extended an invitation for a meeting in Miami. The automaker defended its marketing approach, stating that the ad serves as a precursor to a broader rebranding strategy.
Looking ahead, Jaguar plans to unveil what it describes as “Copy Nothing” in December, which will include a public installation reflecting its new branding philosophy. The company aims to showcase a fearless and artistic approach to design through various gallery spaces and collaboration with emerging artists.
Chief Creative Officer Gerry McGovern stated that this rebranding effort aims to recapture the essence of Jaguar while making it relevant for a modern audience. He underscored the company’s commitment to originality and its goal to inspire a new generation of consumers.
Jaguar’s Managing Director Rawdon Glover stressed the need for boldness to bring back the brand’s global reputation, emphasizing that the company’s transformation is a comprehensive reset aimed at reclaiming its originality.
In a statement, Jaguar acknowledged the mixed reactions to its relaunch but emphasized that this was only the beginning of an exciting new era for the brand.
While the backlash may seem daunting, it also presents an opportunity for Jaguar to engage with its audience and refine its messaging. The company has the chance to clarify its vision and showcase its vehicles in a way that resonates with consumers while embracing innovative marketing strategies.
In summary, Jaguar’s new ad has sparked a debate about modern branding in the automotive industry, highlighting the tension between traditional messaging and contemporary cultural trends. As the company moves forward with its rebranding, it remains to be seen how well it can align consumer expectations with its creative aspirations.