Jaguar has unveiled a daring new marketing campaign that departs from traditional car advertising, sparking both applause and backlash. The luxury automaker’s latest 30-second ad, part of its “copy nothing” initiative, showcases models in colorful outfits against vibrant backdrops—without featuring a single car or the iconic Jaguar logo.
The campaign has drawn over 160 million views on social media but has divided opinion. Some have praised its creativity, while others, including Elon Musk, questioned its focus. Musk posted, “Do you sell cars?” on X (formerly Twitter). Jaguar’s managing director, Rawdon Glover, responded by inviting Musk to a rebrand showcase during Miami Art Week in December.
Glover defended the campaign, saying it was designed to break away from conventional automotive branding. “If we play in the same way as everyone else, we’ll just get drowned out,” he explained. While Glover noted that much of the feedback has been positive, he expressed disappointment at the “vile hatred and intolerance” directed at those featured in the ad.
“This is a reimagining of Jaguar, returning to the values that once made it so loved but reinterpreting them for today’s audience,” added chief creative officer Gerry McGovern.
Jaguar’s shift comes amid its parent company, Jaguar Land Rover (JLR), ramping up efforts to transition to electric vehicles (EVs). Despite lagging behind competitors, JLR plans to deliver its first electric Range Rover next year, produced at its Solihull facility in the UK.
Industry experts have mixed feelings about the rebrand. James Ramsden, executive creative director at design agency Coley Porter Bell, called it a “radical reinvention” aimed at attracting younger, style-focused consumers. However, he cautioned that abandoning Jaguar’s iconic branding is a risk. “If you’re going to break tradition, you need a lineup of innovative cars and an exceptional customer experience to back it up,” he said.
As Jaguar reinvents itself to stay relevant in a competitive market, its bold approach will test whether breaking the mould can drive lasting success.
