If you consider luxurious, British-founded automobile marque Jaguar, what’s the first picture that springs to thoughts?
Maybe it’s the model’s growling cat emblem. Possibly it’s Ben Kingsley’s starring position in its “Good to Be Unhealthy” F-Kind marketing campaign. What about an Avant Garde-style movie showcasing a various cohort of fashions in luminous outfits set to a techno soundtrack?
If that’s not the place your thoughts went, you’re not alone. The web is split by “Copy Nothing,” a car-free marketing campaign from the model’s in-house inventive workforce. The model says that the marketing campaign is the “bodily manifestation” of its new philosophy: “Exuberant Modernism.”
The work drops as Jaguar pauses new automobile gross sales for a yr to develop a brand new vary of all-electric automobiles deliberate to go on sale in 2025. Jaguar has been sharing EV design teasers this week, hinting that this marketing campaign is simply the beginning of its journey to seize the following technology of drivers.
Moreover, Jaguar has unveiled a wholesale rebrand together with a brand new brand mixing lower- and uppercase fonts. It’s additionally revamped its iconic Jaguar leaper and debuted a brand new monogram that can exchange its growling cat that has adorned grilles, bonnets, and steering wheels for many years.
“It is a reimagining that recaptures the essence of Jaguar, returning it to the values that after made it so liked, however making it related for a up to date viewers,” mentioned Professor Gerry McGovern OBE, Jaguar’s chief inventive officer, in an announcement.
The web isn’t so positive. The model has drawn ire and confusion from creatives and shoppers for seemingly disregarding its wealthy legacy and historical past.
Jaguar’s swift backlash
Elon Musk, X proprietor and CEO of Tesla, waded into the talk by asking, “do you promote automobiles?” His remark prompted dialogue in regards to the casting of the advert and accusations of “woke” advertising from conservative activists.
Elsewhere, shopper electronics model Nothing playfully took intention on the relaunch by importing an analogous brand on X and altering its bio to “Copy Jaguar.”
However what do creatives make of the advert? ADWEEK requested for his or her ideas. Some had been for the relaunch, some had been towards it, and one was even on the fence.
Hold scrolling to listen to their scorching takes.
The Case For…
‘It’s breaking away from the class tropes‘
Manfredi Ricca, world chief technique officer, Interbrand
