In a surprising turn for the traditionally conservative luxury car brand, Jaguar has launched a daring new ad campaign that has ignited a firestorm of criticism online. The 30-second clip, featuring brightly-clad models against vivid backdrops with nary a car in sight, marks a dramatic departure from the company’s usual marketing approach – one that Jaguar’s boss is staunchly defending in the face of what he calls “vile hatred and intolerance” on social media.
A Jaguar Ad Like No Other
The controversial clip, which racked up over 160 million views, features a cast of diverse models posing in eye-popping outfits against equally vibrant backgrounds. Conspicuously absent are any of Jaguar’s iconic vehicles or even the brand’s classic leaping cat logo. According to Jaguar’s managing director, Rawdon Glover, this was an intentional move to stand out in a crowded market.
“If we play in the same way that everybody else does, we’ll just get drowned out. So we shouldn’t turn up like an auto brand.”
– Rawdon Glover, Managing Director of Jaguar
The aim, Glover explains, is to “reimagine” the Jaguar brand in a way that captures its essence and values but presents them in a fresh, contemporary light that will resonate with a new generation of luxury car buyers. It’s a bold gambit, to be sure, but one that Jaguar’s leadership believes is necessary to remain relevant and competitive in a rapidly-evolving industry.
Backlash and Defense
Not everyone is on board with Jaguar’s avant-garde approach, however. The ad quickly drew fire on social media, with critics lambasting everything from the absence of actual cars to the perceived “wokeness” of the diverse casting. Even Twitter’s own Elon Musk chimed in, pointedly asking, “Do you sell cars?”
Glover, for his part, remains undaunted by the online onslaught. While expressing disappointment at the “vile hatred and intolerance” directed toward those featured in the ad, he insists that overall response to the campaign has been “very positive.” In a cheeky reply to Musk, Glover affirmed that Jaguar does indeed still sell cars and extended an invitation to discuss the matter over tea in Miami next month, where Jaguar will be presenting an expanded version of the “Copy Nothing” campaign during Art Week.
Expert Opinions Divided
Branding experts and auto industry observers seem as divided as the social media masses when it comes to assessing Jaguar’s unorthodox move. James Ramsden, executive creative director at the Coley Porter Bell agency, praised the rebrand as a “radical reinvention” that could successfully reposition Jaguar to click with the crucial millennial and Gen-Z demographics.
At the same time, Ramsden expressed reservations about the company’s decision to completely jettison iconic brand elements that have defined Jaguar for generations. “If you’re going to ‘break the mold,’ you’d better have one hell of a range of cars full of innovations and shape language, with a new buyer experience, ready to roll,” he cautioned. “This we wait to see.”
A Turning Point for Jaguar?
Whether Jaguar’s great leap forward pays off remains to be seen, but it undeniably marks a watershed moment for the 86-year-old brand. Having lost ground to German rivals in recent years, the “Copy Nothing” campaign is a high-stakes bid to redefine Jaguar for the coming age of electric and autonomous vehicles.
The brand has already committed to investing heavily in electrification, with plans to build a range of hybrid and fully-electric luxury cars in the UK starting next year. Seen in this light, the avant-garde ad could be a preview of a more daring, future-focused Jaguar to come – one unafraid to break with convention in its pursuit of progress and relevance.
As the automotive industry undergoes seismic shifts and a new generation of buyers comes of age, legacy brands like Jaguar face a stark choice: evolve or perish. With this latest campaign, Jaguar has decisively chosen the path of transformation, even at the risk of alienating some of its traditional customer base. Only time will tell if this roaring leap into the unknown lands Jaguar ahead of the pack or leaves it spinning its wheels, but one thing is certain – the road ahead for this storied brand will be anything but boring.
