Jaguar Faces Backlash Over Controversial ‘Copy Nothing’ Ad Campaign

Jaguar is facing criticism following the release of its latest promotional advertisement, which marks a departure from traditional automotive marketing. The ad, which aired recently, debuted a reimagined logo under the slogan «Copy Nothing» and featured androgynous models donning brightly colored, avant-garde fashion without showcasing any vehicles. This creative choice has sparked a backlash online, reminiscent of what some are calling a «Bud Light 2.0» campaign, focusing more on modern cultural themes than on the cars themselves.

The ad’s polarizing content prompted a multitude of reactions on social media platform X, with users expressing dissatisfaction. «This just made me want to sell my Jaguar, and I don’t even own a Jaguar,» conservative corporate activist Robby Starbuck quipped. Similarly, columnist Jon Gabriel questioned the timing of the ad, remarking on the company’s apparent misreading of current cultural sentiments.

Critics from various sectors have weighed in on the unusual approach, with comments reflecting both bewilderment and disapproval. RedState senior editor Brandon Morse suggested Jaguar should dismiss their ad agency, while PR consultant Jeff Barrett humorously criticized the decision to omit any cars in the ad. Meanwhile, PR firm CEO Craig Lucie emphasized the importance of a marketing strategy that conveys a brand’s story effectively to potential buyers.

In response to the critique, Jaguar has defended the ad as a strategic move stepping into the future, describing it as the «first global public installation for its new brand.» The company’s communications profess that the marketing strategy aligns with Jaguar’s «Exuberant Modernism» creative philosophy, rooted in the vision of its founder, Sir William Lyons, who advocated for originality.

Jaguar’s Chief Creative Officer, Professor Gerry McGovern OBE, pointed to this futuristic direction as a return to the brand’s core values of originality and boldness, reimagining Jaguar for modern audiences. «Our vision for Jaguar today is informed by this philosophy,» McGovern stated, reiterating the importance of the new brand identity.

The company is set to unveil further details of its «Copy Nothing» strategy in December in Miami. Jaguar plans to reveal a Design Vision Concept as part of its brand relaunch, showcasing a new electric vehicle that embodies its bold, artistic vision. It is anticipated to spark conversations and shed new light on the brand’s strategic direction in the automotive market.

Jaguar’s Managing Director, Rawdon Glover, expressed anticipation for the public reception, highlighting the introduction of a redesigned brand identity as a significant step forward for Jaguar. Glover noted the transition as a «complete reset» to modernize and inspire a new generation.