Luxury car maker Jaguar has sparked online backlash with a promotional video introducing its reimagined logo and slogan, “Copy Nothing.”
The ad, which features androgynous models in bold outfits and slogans like “delete ordinary” and “break moulds,” notably omits showcasing any cars, leading critics to liken it to Bud Light’s controversial marketing misstep. Social media users ridiculed the ad as prioritising modernist aesthetics and “wokeness” over the core goal of selling vehicles. Even X CEO Elon Musk questioned the campaign, asking, “Do you sell cars?” Jaguar responded that the ad is “setting the stage” for its future branding.
The automaker defended the campaign as a bold reimagining inspired by founder Sir William Lyons’ vision of creating “a copy of nothing.”
Jaguar announced it would unveil a “Design Vision Concept” in Miami this December as part of its broader rebranding effort, which is said to emphasise “Exuberant Modernism.”
While Jaguar’s leadership framed the campaign as a fearless reset to reclaim originality and inspire a new generation, critics argue the ad fails to connect with potential buyers. Jaguar has acknowledged the divisive reaction, stating the relaunch is only the beginning of a transformative era for the brand.
Copy nothing. #Jaguar pic.twitter.com/BfVhc3l09B
— Jaguar (@Jaguar) November 19, 2024
Very scary ugly and angry clowns. Ho hum.
Ab-so-lu-te-ly horrible !!!
Jaguar used to be a classy car.
Yuk, yuk woke ! vomit🤢🤮🤮
Jaguar in death throes
The irony is wokeness has become its own self parody. It looks like every other woke statement, advertisement, media production and more.
Suffice to say, sensible conservative, luxury Chinese car manufacturers will be rubbing their hands in glee. I’ve been a passenger in a luxury Chinese sports car (electric) in Shenzhen and they are AMAZING. Coming back to NZ and getting behind the wheel, felt like time travelling into the past.