Jaguar is facing significant backlash on social media and being labeled as “Bud Light 2.0” after unveiling a new advertisement on Tuesday as part of the iconic car company’s rebranding campaign.
In a video advertisement shared on X, formerly Twitter, Jaguar introduced the public this week to its reimagined logo and “Copy Nothing” rebranding campaign.
The advertisement features androgynous models in provocative outfits. One of the models included in the advertisement is a man wearing a dress. The advertisement features slogans such as “break moulds,” “create exuberant,” “delete ordinary,” and “live vivid.”
However, despite being part of a car rebranding campaign, the advertisement did not include a single car in the entire video.
In a Monday press release, Jaguar announced that the car company is entering a “new era” under the “Copy Nothing” campaign.
Chief Creative Officer Professor Gerry McGovern OBE wrote, “Jaguar has its roots in originality. Sir William Lyons, our founder, believed that ‘A Jaguar should be a copy of nothing.’ Our vision for Jaguar today is informed by this philosophy. New Jaguar is a brand built around Exuberant Modernism. It is imaginative, bold and artistic at every touchpoint. It is unique and fearless.”
McGovern claimed that the “reimagining” of the Jaguar brand “recaptures the essence” of the company and returns the company “to the values that once made it so loved” while making the brand “relevant for a contemporary audience.”
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Tuesday’s advertisement was quickly met with backlash on social media, with numerous social media users criticizing the company for prioritizing “wokeness” and “modernism.”
Columnist Jon Gabriel tweeted, “This is so the wrong timing for this. I can understand the C-suite being conned into this in 2022, but you have completely misread the moment. Bud Light 2.0.” Robby Starbuck, a conservative activist, wrote, “This just made me want to sell my Jaguar and I don’t even own a Jaguar.”
PR firm CEO Craig Lucie commented, “I see #jaguar is trending. This is why the right marketing and content team is important. You sell cars. Nothing in this ad tells a potential buyer about the story behind your product. What are your takeaways from this ad?”
Other social media users encouraged Jaguar to “fire” its advertisement company in light of Tuesday’s “awful” rebranding campaign.
Tesla CEO and X owner Elon Musk also trolled the car company on social media, asking, “Do you sell cars?” In response, Jaguar wrote, “Yes. We’d love to show you. Join us for a cuppa in Miami on 2nd December? Warmest regards, Jaguar.”
