Jaguar is currently facing considerable criticism following the release of a new advertisement that showcases its reimagined brand logo and the slogan “Copy Nothing.” The promotional video, shared on the company’s X account, featured androgynous models in vibrant outfits, but notably did not include any cars throughout its entire 30-second duration.
This ad sparked a backlash on social media, with many users likening it to a “Bud Light 2.0” moment, implying that Jaguar is prioritizing a modern and ‘woke’ image over traditional car marketing. Conservative influencers and commentators expressed their dissatisfaction, mocking the ad with remarks such as, “This is so the wrong timing for this,” and suggesting that the ad was disconnected from the brand’s core mission of selling cars.
In response to the criticism, Jaguar’s social media team engaged with users, assuring that the brand’s transformation is a work in progress and inviting individuals to witness the rebranding firsthand at an event in Miami on December 2nd. The company aims to unveil a new creative philosophy termed “Exuberant Modernism” which they say is inspired by the brand’s founder, Sir William Lyons.
Jaguar emphasizes that this bold rebranding seeks to make the brand relevant for a contemporary audience, claiming it is a return to the values that initially made Jaguar beloved, while also aligning with modern artistic expressions. The brand’s leadership expressed excitement about this new direction, which they believe will reestablish Jaguar’s originality and appeal to a new generation of car enthusiasts.
Overall, while the response to the ad has been mixed and even negative, this moment can also serve as an opportunity for Jaguar to engage with its audience more meaningfully as it redefines its identity. If handled correctly, this initiative could potentially attract a fresh customer base, making the brand relevant for future generations.
In summary, Jaguar’s attempt at a bold rebranding approach has elicited significant social media backlash, yet the company remains committed to its creative vision and continues to engage with critics. As Jaguar navigates this new direction, it holds the potential to inspire a renewed appreciation for its legacy while simultaneously appealing to modern sensibilities.