Ah, Jaguar, what have you done? The once-great symbol of British luxury motoring has decided to trade in its legacy for… sledgehammers, paint splashes, and a bunch of hipsters in neon jumpsuits. If you thought Jaguar’s latest ad campaign would showcase sleek cars roaring down winding roads, think again. Instead, we’re treated to artsy phrases like “copy nothing” and “delete ordinary” while watching people smash things with sledgehammers. Very avant-garde, but here’s the catch: there’s not a single car in the ad.
Copy nothing. #Jaguar pic.twitter.com/BfVhc3l09B
— Jaguar (@Jaguar) November 19, 2024
Naturally, Elon Musk, never one to miss an opportunity for a zinger, summed it up perfectly with, “Do you sell cars?” Jaguar’s official account replied with an invite for tea in Miami, which feels about as disconnected as the campaign itself. Tea’s great and all, but maybe show a vehicle before we book our flights?
The backlash online has been swift and merciless. Viewers weren’t exactly thrilled by this “Exuberant Modernism,” as Jaguar’s marketing team is calling it. Critics didn’t mince words, pointing out the obvious: if you’re trying to sell cars, maybe—just maybe—you should feature one. Others quickly labeled the campaign as a desperate dive into the woke abyss. One commenter hit the nail on the head, writing, “Woke is dead. And so is Jaguar, by the look of this turd.”
This thread is so funny pic.twitter.com/Vngtgl6cPa
— Jonald McDonald (@McdonaldJonald) November 19, 2024
Jaguar insists this rebrand is all about embracing a bold, fearless future. According to their very colorful brand page, this overhaul is inspired by founder Sir William Lyons’ philosophy that “a Jaguar should be a copy of nothing.” Sure, that’s great in theory, but Lyons was building cutting-edge vehicles—not abstract art projects. Words like “exuberant” and “fearless” might sound poetic, but when they’re paired with sledgehammers instead of sports cars, you’ve got to wonder: who exactly is this for?
Really- we’re not buying it.
This is so unhinged I searched their new head of branding, Santino Pietrosanti & came across this video of him warning us about exactly what he was going to do. Five minutes of the most unbearable woke nonsense you’ve ever heard, well worth a listen. pic.twitter.com/0Ey0KSI7rM https://t.co/1F0bYJu5c8
— Fox (@foxblade98) November 19, 2024
The campaign is part of Jaguar’s pivot toward becoming an all-electric brand, with a flashy concept car set to debut at Miami Art Week. But based on this ad, it’s hard to tell if Jaguar’s selling EVs or tickets to an art installation. What’s next—dealerships with paint-splattered walls and no cars in the showroom?
Jaguar’s creative chief Gerry McGovern says the new direction is meant to “enrich lives” and restore the brand’s status. But if this campaign is any indication, Jaguar is speeding toward irrelevance faster than you can say “Tesla.” When even loyalists are ready to jump ship, it might be time to rethink the strategy. Pro tip: put the cars back in the car ads.
