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Jaguar faced online backlash Tuesday over a new ad debuting its reimagined logo under the slogan “Copy Nothing.”
The 30-second video, posted on its X account, featured androgynous models in flamboyant outfits, including a man in a dress, alongside phrases like “create exuberant” and “delete ordinary.” Notably, the ad did not showcase a car.
After the ad’s debut, X users criticized Jaguar for what they dubbed a “Bud Light 2.0” campaign, accusing the company of prioritizing wokeness and modernism over promoting cars.
See the video of the commercial below, followed by reactions:
Copy nothing. #Jaguar pic.twitter.com/BfVhc3l09B
— Jaguar (@Jaguar) November 19, 2024
Hi, @Jaguar. I fixed your awful ad. It took two minutes. https://t.co/KGUhRpHNHZ pic.twitter.com/75UWo0bbaS
— Huff (@Huff4Congress) November 20, 2024
This just made me want to sell my Jaguar and I don’t even own a Jaguar. 😂😂😂
— Robby Starbuck (@robbystarbuck) November 19, 2024
This just made me want to sell my Jaguar and I don’t even own a Jaguar. 😂😂😂
— Robby Starbuck (@robbystarbuck) November 19, 2024
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.
— Jon Gabriel (@exjon) November 19, 2024
Fire whoever your ad company is. This is not it.
— Brandon Morse (@TheBrandonMorse) November 19, 2024
Congrats on continuing to not sell cars. https://t.co/57cxv6xE7E
— Bonchie (@bonchieredstate) November 19, 2024
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? https://t.co/dx0cTWu8ou
— Craig Lucie (@CraigLucie) November 19, 2024
“This dramatic, unmistakable and unexpected expression of what it means to Copy Nothing will be a preview of the fearless approach to come from Jaguar,” their press release read. “Jaguar’s presence in Miami will establish its advocacy for artistic expression, in all its forms. Through a series of meticulously curated gallery spaces over two locations, Jaguar will share its platform with new and ground‑breaking emerging artists who share its ethos of Copy Nothing.”
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