Additional Coverage:
- Jaguar dubbed ‘Bud Light 2.0’ after releasing modernist rebranding ad with androgynous models, no cars (foxbusiness.com)
Jaguar has faced backlash for a new ad campaign that some critics say is more focused on woke messaging than selling cars. The ad features androgynous models in colorful outfits and slogans like “Copy Nothing” and “Delete Ordinary.”
Critics have compared the ad to a similar campaign by Bud Light that was also met with negative reactions. They argue that Jaguar is alienating potential customers by focusing on modernism and inclusivity rather than highlighting its vehicles.
Jaguar has defended the ad, saying it is a step into the future and that it is setting the stage for a new era for the brand. The company has also announced a global public installation in Miami that will showcase its “Copy Nothing” philosophy.
Jaguar’s Chief Creative Officer claims that the new vision is inspired by the company’s founder, who believed that a Jaguar should be a copy of nothing. The Managing Director adds that the rebranding is a complete reset and that Jaguar is transforming to inspire a new generation.