When you think of luxury, British-founded car marque Jaguar, what is the first image that springs to mind?
Perhaps it’s the brand’s growling cat emblem. Maybe it’s Ben Kingsley’s starring role in its “Good to Be Bad” F-Type campaign. What about an Avant Garde-style film showcasing a diverse cohort of models in luminous outfits set to a techno soundtrack?
If that’s not where your mind went, you’re not alone. The internet is divided by “Copy Nothing,” a car-free campaign from the brand’s in-house creative team. The brand says that the campaign is the “physical manifestation” of its new philosophy: “Exuberant Modernism.”
The work drops as Jaguar pauses new car sales for a year to develop a new range of all-electric vehicles planned to go on sale in 2025. Jaguar has been sharing EV design teasers this week, hinting that this campaign is just the start of its journey to capture the next generation of drivers.
Additionally, Jaguar has unveiled a wholesale rebrand including a new logo blending lower- and uppercase fonts. It’s also revamped its iconic Jaguar leaper and debuted a new monogram that will replace its growling cat that has adorned grilles, bonnets, and steering wheels for decades.
“This is a reimagining that recaptures the essence of Jaguar, returning it to the values that once made it so loved, but making it relevant for a contemporary audience,” said Professor Gerry McGovern OBE, Jaguar’s chief creative officer, in a statement.
The internet isn’t so sure. The brand has drawn ire and confusion from creatives and consumers for seemingly disregarding its rich legacy and history.
Jaguar’s swift backlash
Elon Musk, X owner and CEO of Tesla, waded into the debate by asking, “do you sell cars?” His comment prompted discussion about the casting of the ad and accusations of “woke” marketing from conservative activists.
Elsewhere, consumer electronics brand Nothing playfully took aim at the relaunch by uploading a similar logo on X and changing its bio to “Copy Jaguar.”
But what do creatives make of the ad? ADWEEK asked for their thoughts. Some were for the relaunch, some were against it, and one was even on the fence.
