Jaguar is experiencing a significant backlash following the release of a controversial new advertisement intended to promote its reimagined logo and brand identity. The ad, which debuted on the company’s X account with the slogan “Copy Nothing,” features models in extravagant outfits that emphasize modern and androgynous designs. Notably, the 30-second video does not showcase any of Jaguar’s cars.
Shortly after its release, social media users expressed their discontent, likening the campaign to the recent fallout faced by Bud Light, suggesting that Jaguar is prioritizing modernism and “wokeness” over the core components of their brand—selling cars. Reactions included humorous critiques and calls for a reevaluation of the brand’s marketing strategy, with comments highlighting the absence of automobiles in a car advertisement and questioning the effectiveness of Jaguar’s current promotional direction.
In response to the backlash, Jaguar has engaged with critics, including X CEO Elon Musk, clarifying that they indeed sell cars and inviting him for a meeting in Miami. The company defended the creative direction, indicating that the ad is part of a larger rebranding effort to reshape Jaguar’s identity and appeal to contemporary audiences.
Jaguar has announced plans for a significant public installation in Miami in December, which will further demonstrate the themes of its “Exuberant Modernism” philosophy. The initiative aims to illustrate Jaguar’s commitment to artistic expression and innovation, inviting emerging artists to collaborate with the brand.
Chief Creative Officer Gerry McGovern emphasized that this rebranding effort is a return to the philosophy of Jaguar’s founder, Sir William Lyons, who believed that “a Jaguar should be a copy of nothing.” Jaguar’s leadership believes that this transformation will not only enhance the brand’s relevance but also rekindle the love and enthusiasm for Jaguar vehicles among customers. The hope is to inspire a new generation with a unique and bold identity.
In summary, Jaguar’s recent ad campaign has sparked controversy and debate, with reactions suggesting a disconnect between the brand’s message and its target audience. However, the company is committed to its rebranding journey, aiming to restore its classic values while making them appealing in today’s market. This determination to evolve while staying true to its roots may breathe new life into the iconic brand, creating opportunities to engage with both loyal customers and new audiences in the future.