Jaguar, the iconic British luxury car brand, has sparked a lot of chatter with the release of its latest advert, which features no cars at all.
The bold move follows their recent rebranding efforts, which included the introduction of a new logo and a strikingly colorful and cryptic advertisement.
The Controversial Ad
Unveiled on social media, the ad showcases models dressed in vibrant and extravagant outfits, set against an abstract, artistic backdrop.
As the video unfolds, phrases like “create exuberant,” “live vivid,” “delete ordinary,” “break molds,” and “copy nothing” flash on the screen.
The models are seen engaging in dramatic poses, swinging sledgehammers, painting the screen, and striking coordinated photo-ready positions.
However, many viewers, including high-profile personalities like Elon Musk, quickly pointed out that the ad doesn’t make any reference to Jaguar’s actual products—luxury vehicles.
One social media user even asked, “Where are the cars in this ad? Is this for fashion?”
To this, the brand responded, “Think of this as a declaration of intent.”
Other inquiries were met with replies like, “The story is unfolding. Stay tuned,” and “Consider this the first brushstroke.”
A New Look for a New Era
Part of Jaguar’s rebranding strategy includes ditching its traditional logo—a snarling big cat—in favor of a sleek, modern twist.
The updated logo, now written as “JaGUar,” blends uppercase and lowercase letters in what the company describes as “visual harmony.”
Additionally, Jaguar is introducing a new “identity symbol,” a geometric shape formed by horizontal lines that create a square or oblong figure.
The brand’s makeover is a bold step toward an electric future, with Jaguar acknowledging that this new direction may not resonate with all of its loyal customers.
The rebranding is part of the company’s larger vision to position itself as a forward-thinking, modern, and art-driven brand.
The Vision Behind the Rebrand
Jaguar is placing a strong emphasis on color, with primary hues—yellow, red, and blue—serving as the foundation for their new identity.
These colors, according to Jaguar, are inspired by a painter’s palette and are meant to evoke texture and movement, reinforcing the brand’s association with art.
Gerry McGovern, JLR’s chief creative officer, shared the philosophy driving the change.
“Jaguar has its roots in originality,” he said.
“Sir William Lyons, our founder, believed that ‘a Jaguar should be a copy of nothing.'”
McGovern further emphasized that the new Jaguar is a brand built on “Exuberant Modernism”—imaginative, bold, and unique.
What’s Next for Jaguar?
Jaguar promises that their radical rebranding is just the beginning.
A new concept car, reflecting the brand’s fresh look, will be unveiled at Miami Air Week in December.
And with 800 people involved in the redesign, McGovern humorously noted, “We have not been sniffing the white stuff.”
It’s clear that Jaguar is poised to make waves in the automotive world with this bold new identity, but only time will tell how it will be received.
This article was published on TDPel Media. Thanks for reading!
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