Are you still a car company? Jaguar unveiled a new visual identity three days ago, which was also accompanied by a half-minute advertising spot. And the phrase “stirring up controversy” doesn’t quite describe what the British automaker has set in motion. At the same time, not even a decade ago, she filmed a fantastic spot with several leading British actors.
If you play a colorful spot without knowing the context, you will probably think you are watching a new campaign of a leading fashion brand. But after a waterfall of marketing slogans, which are supposed to symbolize the transformation of a traditional British car company not only into a manufacturer of purely electric, but above all significantly more luxurious and expensive cars, a new “Jaguar” logo will appear.
A new video from Jaguar’s workshops caused a lot of emotions. | Video: Jaguar
Not only the British media, but also the motoring public immediately started hitting on the campaign on social networks and vocally criticizing it. Of course, with a reminder of the past, when even Jaguar, for example, supported the iconic E-Type with a campaign with models. The automaker claims that it is actually returning to its roots, and the slogan “Copy Nothing” corresponds to this, which refers to the thinking of the brand’s founder, William Lyons.
But at the same time, the traditional jaguar disappeared, the animal was replaced by a somewhat drab rendition of the brand name, or a luxurious-looking artistic emblem consisting of the letters “J” and “r”. How this shaping will be reflected on the cars themselves, we will see for the first time on the concept of the upcoming electric car on December 2nd in the USA. The fact remains that the car company managed to get back into the limelight after ending the production of all previous cars this year and is only selling out of warehouses in individual countries before the arrival of the new era.
But even Jaguar didn’t always shoot similar ads, just remember the nine-year-old video where the sporty F-Type is presented by well-known British actors who have taken on the roles of negative characters in various films.
The entire video is based on the “cons” who, in short, drive jaguars, as one of them remarks at the end. Yes, a complete 180 degree turn against the current new brand image.
Just nine years ago, Jaguar fell like a glove to the British “bad guys” in the movies. | Video: Jaguar
Many other spots from the recent past show that even controversy can be done in such a way that customers are interested and it is clear to them at first glance what kind of car it is. Or that it’s a car at all. In the video with examples of several interesting spots, you will see, for example, an Audi R8 that, as if by chance, jumped to Maranello, the seat of Ferrari, which the eight- or ten-cylinder supercar competed against. Later, Audi again created an advertisement for the R8, where for a change the atmospheric ten-cylinder revs up to the rev limiter. The reward is the unmistakable sound of the engine, something similar would be hard to come by today due to emissions and regulations.
Automobile companies, especially those with a certain tradition, try to play a lot on emotions and nostalgia. Porsche is a champion in this and its 911 ads. It often and gladly includes cars from its history. Since these are not short TV shots, he can also afford to stretch their length a bit.
If we wanted to select all the iconic car ads, it would surely take a whole book, but some ideas are worth mentioning. For example, the Škoda Auto spot from 2007, which introduced the new Fabia with a video where confectioners and bakers baked it whole, deserved international recognition. Peugeot, on the other hand, used India and the local iconic car Hindustan Ambassador when presenting the highly successful 206 model.
The owner, longing for a new Peugeot, simply transformed himself into his image through accidents or perhaps with the help of an elephant. Similar to the sugar Fabia, in this case too the advertisement reached far beyond the boundaries of the automotive world.
The advertisement for the seventh generation Honda Accord from 2003 was also popular, where for several tens of seconds the viewer just watches the individual components that make up the car, and only at the end does he find out what it is all about. The Honda logo and name only appear at the very end of the entire video. Nevertheless, even without the logo, everyone immediately associated the ad with the Japanese car company, theoretically Jaguar could have been inspired here.
Advertisements using well-known characters can also be mentioned. This is how Volkswagen took Darth Vader from the Star Wars series and used him to promote the American Passat, while Mercedes used Michael Schumacher when returning to Formula 1 in 2009. In the second case, there was a whole series of funny allusions not only to the racer’s advanced age compared to his younger teammate Nico Rosberg, but also to the ability to drive in the rain. From there, the seven-time champion has the nickname “regenmeister”.
We have selected some funny car ads from the recent past. | Video: Aktuálně.cz
You can also recall some funny or interesting advertisements, this time mostly printed, in the gallery. A series of advertisements for the Citroën 2CV, or several funny Porsche posters, are worth mentioning. Of course, history also includes a lot of sexist ads, for example, in 2008, the Greek BMW ran an ad for its certified used cars, where there is only a logo, a large photo of a blonde model and the slogan: “You just know you’re not the first. But do you mind?”
Indian Ford, which promoted the Figo model with a caricature of former Italian Prime Minister Silvio Berlusconi carrying prostitutes tied up in his trunk, even had to apologize for this photo. Compared to a number of inappropriate advertisements, the Jaguar one, although evoking rather negative emotions, is actually quite harmless.
Are You Still a Car Company, Jaguar?
By our panel of iconic comedians: Jimmy Carr, Rowan Atkinson, Ricky Gervais, and Lee Evans
So, Jaguar has recently unveiled a new identity, and believe me, the uproar it’s caused is quite the spectacle! If you thought cars were just about horsepower and tires, think again! Three days ago, this British automaker released a half-minute advertising spot that, let’s say, stirred up a hornet’s nest—or should we say a Jaguar’s den?
From Classic to Controversial
Imagine flipping through channels and you land on what looks like a runway for a major fashion brand, but lo and behold, it’s just Jaguar. Gone are the roaring engines and sleek lines, replaced by… art? Their latest marketing slogans are trying to proclaim their transformation from a traditional car maker into a luxurious, electric dream machine. And all that visually ends up with a new logo that’s practically begging to be critiqued.
Let’s address the elephant— or should I say, the rather drab feline in the room? Instead of the iconic jaguar, we’re left with a logo featuring a flat rendering of the brand name. You’re left thinking, “Where did the panache go? Did it get lost in an electric outlet?” Meanwhile, we’re all wondering whether this ‘return to roots’ is just a cleverly disguised nostalgia trip. The claim hinges on the slogan “Copy Nothing,” which sounds fabulous until you realize nobody wants to ‘copy’ a cat that forgot how to pounce!
Jaguar vs. The Bad Guys
It’s particularly amusing to remember Jaguar’s previous campaigns. Just nine years ago, they portrayed jaguars as the dashing ‘bad boys’ of the automotive world. Fast cars, cheeky actors, and a sense of fun! Now they appear as the sophisticated cat that got stuck in a tree, attempting to imitate something… noble? The jump from ‘bad to bland’ is a feat not just anyone can pull off.
Other Car Makers and Nostalgia
And speaking of nostalgia, let’s have a moment of silence for the car ads of the past. You remember Audi, right? Jumping into rival territory and saying, “Hey Ferrari, what’s up?” Or Porsche with their 911 ads dripping in liquid memories. They evoke not just engines but pure, car-loving emotions. Unlike Jaguar, who seems to have mixed a stylish evening gown with an electric scooter. Well done!
Ah, automotive advertisements have always had their moments. Remember that riveting Honda Accord ad where it introduced each component like a dramatic reveal at a talent show? By the time the logo appeared, viewers were convinced it was the second coming of automotive cinema! Jaguar seems to have *ahem* missed the memo.
The Good, The Bad, The Hilarious
Then there’s Volkswagen, who grabbed Darth Vader for a snazzy Passat ad. That’s iconic! Now that’s controversy done right! Meanwhile, Jaguar’s PR has released ads that feel more like a dramatic attempt to earn back some sort of respect in a visually stunning, but oddly vague way. “What car are you selling, Jaguar?” you might ask, but the visual appears to be more about abstract art than actual automobiles.
Sure, there have been blunders— like Ford India’s ‘tied up in the trunk’ moment with Berlusconi. But amidst these ads, Jaguar’s is tame, resembling an artistic statement more than an actual car commercial. While it might not evoke any visceral reactions, I suppose we can give them credit for not crossing the line entirely.
In Conclusion
Jaguar’s pitch to ‘remake themselves’ has both ruffled some feathers and left their fans scratching their heads. With a dash of nostalgia or even a pinch of humor, they could’ve crafted an ad that aligns with their legacy rather than throwing a wrench in the works. So, are you still a car company, Jaguar? Or have you managed to morph into something we’d find on a Paris runway? Only time will tell, and I dare say, let’s keep our eyes peeled for that upcoming electric car concept—if only to see how deep this rabbit hole goes!
What do you think? Are you buying into the new Jaguar vibe? Do you long for the old days when they seemed to have a bit more grit in their playbook? Let’s chat!
Are you still identifying as a car manufacturer? Three days ago, Jaguar revealed a striking new visual identity, complemented by a captivating half-minute advertisement that has ignited intense debate across social media platforms. The term “stirring up controversy” barely scratches the surface of the reaction the renowned British automaker has incited. It’s worth noting that less than a decade ago, Jaguar showcased a remarkable advertisement featuring a star-studded lineup of acclaimed British actors, further establishing its legacy in the automotive realm.
If you were to play the vibrant new spot without any context, you might easily mistake it for a promotional campaign from a leading fashion brand rather than an automaker. However, after a barrage of marketing slogans designed to illustrate Jaguar’s metamorphosis from a traditional British car manufacturer into a purveyor of luxurious, high-end electric vehicles, viewers are finally introduced to the revamped “Jaguar” logo. This transformation signifies a pivotal shift as the brand attempts to capture a new audience while maintaining its heritage.
The new video emanating from Jaguar’s workshops has evoked a whirlwind of emotions among viewers. | Video: Jaguar
The reaction was immediate and fervent; both British media outlets and the automotive community swiftly took to social networks to critique the campaign. Many referenced Jaguar’s historical campaigns, such as one that elegantly supported the iconic E-Type with a combination of style and glamour. In response to the criticism, Jaguar asserts that its new direction reflects a return to the company’s roots, embodied in the tagline “Copy Nothing,” inspired by the visionary thinking of the brand’s founder, William Lyons.
Despite this claim, the traditional jaguar emblem has been replaced by a minimalist depiction of the brand’s name, or a new artistic emblem featuring the letters “J” and “r”, which some have found underwhelming. How this rebranding will manifest in future models remains to be seen, with an anticipated unveiling of a concept electric vehicle set for December 2nd in the USA. Nevertheless, the automaker has managed to regain significant visibility after ceasing production of its previous models this year, as it clears out inventory in anticipation of its new era.
Jaguar’s approach to advertising has changed dramatically; just nine years ago, the company produced a compelling video showcasing the sporty F-Type, starring a cast of famous British actors who portrayed notorious characters from the silver screen. This advertisement was built around the notion of “bad guys” who drive Jaguars—a stark contrast to the brand’s current chic and high-fashion image.
Many other spots from the recent past show that even controversy can be done in such a way that customers are interested and it is clear to them at first glance what kind of car it is. Or that it’s a car at all. Advertisements from various automakers have cleverly traversed the realms of humor and intrigue, successfully engaging audiences and establishing brand identity. For instance, Audi’s campaigns ingeniously placed its R8 sports car at the core of the Ferrari headquarters in Maranello, juxtaposed against its powerful competition, showcasing the supercar’s prowess, while another ad highlighted the thrilling engine sounds no longer feasible due to today’s stringent emissions regulations.
Advertisements employing emotional resonance and nostalgia have traditionally garnered remarkable success, with Porsche excelling in this arena through its iconic 911 ads, which often showcase elements from its storied past. If we were to compile every memorable car advertisement, it would undoubtedly fill an entire book, but a few noteworthy examples stand out. The 2007 Škoda Auto campaign introducing the new Fabia featured bakers and confectioners baking a life-sized model of the car, which captured international acclaim. Similarly, Peugeot ingeniously showcased the Hindustan Ambassador while presenting its highly successful 206 model, creatively linking cultural narratives to bolster brand recognition.
Popular advertisements often create intrigue in unexpected ways, such as the acclaimed spot for the seventh generation Honda Accord from 2003, which focused on individual components of the vehicle; viewers were only introduced to the Honda logo at the conclusion of the commercial. This approach of building curiosity without immediate brand exposure could serve as inspiration for Jaguar.
Moreover, the clever use of well-known characters has proven a successful strategy in automobile advertising. Volkswagen famously enlisted Darth Vader from the Star Wars franchise to promote the American Passat, while Mercedes cleverly engaged seven-time Formula 1 champion Michael Schumacher in a humorous series of ads that poked fun at both his age and his unique racing skills.
As the automotive industry continues to evolve, Jaguar’s recent marketing efforts reflect a complex landscape of brand identity and consumer perception. In a world where traditional marketing strategies clash with modern sensibilities, the task of balancing heritage with innovation becomes increasingly crucial to captivate a new generation of drivers.
What elements of nostalgia are most appealing to car enthusiasts in E’s campaigns, and how do they enhance the emotional connection to the brand?
E’s nostalgic campaigns reminding car enthusiasts of years gone by, beautifully encapsulating not just the emotion behind the vehicle but a shared love for the brand. These ads go beyond selling a car—they sell a feeling, a dream, and the promise of adventure that comes with every drive.
In stark contrast, Jaguar’s recent creative choices seem to aim for a different audience, potentially alienating its traditional fanbase. By focusing on a fashion-forward aesthetic that feels more at home on a catwalk than a car lot, the brand risks losing the very essence that made it a symbol of British automotive excellence. The sudden departure from the bold, evocative styling to a minimalist approach, while reflective of wider industry trends toward electric vehicles, raises questions about authenticity and brand loyalty.
Jaguar now faces the challenge of merging its storied heritage with the demands of the modern automotive landscape. Will its new vision resonate with buyers looking for performance and personality alongside eco-friendliness? Or will it remain in the shadows of competitors who have successfully navigated such transformations with more grace?
Ultimately, the future of Jaguar hinges on its ability to strike this balance. The upcoming reveal of its concept electric vehicle may serve as a litmus test for the effectiveness of its rebranding efforts. As we eagerly await this unveiling, the conversation about Jaguar’s identity continues to unfold, fueled by both nostalgia and curiosity. The question remains: can an iconic brand like Jaguar truly reinvent itself while honoring the legacy it was built upon? Time will tell, and it might just be the thrilling ride we’re all hoping to witness.