Iconic sports car maker Jaguar’s new promotional video drew attention on social media, as the company made a bold move radically opposed to its long-established James Bond-style advertising.
The ad debuted on the company’s X account and is a part of Jaguar’s rebranding that includes a new logo, a new monogram, and the slogan “Copy Nothing.” Jaguar recently announced it is going 100 percent electric.
The new ad features a number of androgynous models dressed in colorful outfits and sporting extravagant haircuts as they exit a bright yellow elevator, strutting around what looks like a pink, rocky landscape, as messages like “break molds,” “delete ordinary,” and “live vivid” flash across the screen.
The only thing missing from the ad was the company product. Not a hint of a car in sight.
X-users, pundits, and commenters alike, were quick to latch on, with many asking “Where’s the car?”
“Think of this as a declaration of intent,” Jaguar replied to one, and “The story is unfolding. Stay tuned,” to another, and a more ominous “Soon you’ll see things our way.”
Others called the ad “woke” and likened it to Bud Light’s controversial 2023 campaign when the brand teamed up with a transgender influencer, a move that cost the company over $1 billion in annual lost sales.
Elon Musk, founder of electric vehicle manufacturer Tesla, also chimed in.
“Do you sell cars?” Musk posted in response to the ad.
“Yes. We’d love to show you. Join us for a cuppa in Miami on 2nd December? Warmest regards,” Jaguar replied in reference to its “first global public installation for its new brand that will include the physical manifestation of its Exuberant Modernism creative philosophy, in a Design Vision Concept.”
The event will take place at Miami Art Week and is set to feature a host of emerging artists.
“Jaguar’s transformation is defined by Exuberant Modernism,” the automaker said in a press release announcing the rebranding, which it hopes “will command attention through fearless creativity.”
“This is a reimagining that recaptures the essence of Jaguar, returning it to the values that once made it so loved, but making it relevant for a contemporary audience,” Jaguar’s Chief Creative Officer Gerry McGovern, OBE, said.
McGovern explained that the new slogan refers to a quote from company founder Sir William Lyons, who used to say that “A Jaguar should be a copy of nothing.”
While the global luxury car market nearly doubled in the past decade, from $319 billion in 2013 to $635 billion in 2023, annual global sales for Jaguar Land Rover were in steady decline from 2018 to 2022, diminishing from £26 to £18 billion, according to data provided by Statista.
Last fiscal year, however, the company made a strong comeback with a total revenue of £22.8 billion (roughly $28.8 billion).
Jaguar now hopes to continue the trend with a bold, colorful, modernistic appearance.
“To bring back such a globally renowned brand we had to be fearless,” Jaguar’s managing director Rawdon Glover said.
“Jaguar was always at its best when challenging convention.”