If you’re even slightly into cars, you can’t help but have noticed Jaguar’s divisive rebrand that dropped this week.
Shot in some kind of soft-play-on-Mars, Jaguar’s thirty-second Statement of Intent features exactly zero cars, but does feature a variety of extravagantly dressed androgynous beings representing ‘exuberance’, ‘vividness’, ‘mould-breaking’, and gender fluidity. And that’s got people mad.
Which is perhaps unsurprising, as Jaguar’s executives have thrown the brand’s seventy year history in the bin (including its logo and typography), and yet at the same time the ire seems rather disproportionate. Because despite being entitled ‘Copy Nothing’, the new campaign copies every minority-centred advertising checklist of the last few years. And it’s genius.
Jaguar, for all their heritage, engineering brilliance, and race winning history, have barely made money in decades. We may like Jaguar, but not enough of us are actually buying their products. Not by a long-shot. If we were, they wouldn’t have needed to conduct a shock-tactics rebrand. Nor stop selling cars altogether for a year or two before returning (as they will) with $130k-and-up EVs.
In the meantime, Jaguar have created more exposure through a single thirty-second visual abomination than they have in the last ten years. And if that annoys fans of growling big cats and V8 sports cars, well we weren’t buying enough of their cars anyway.
So before Jaguar return with something wildly different from what’s gone before, here’s what they used to build; a well proportioned if traditionally styled luxury sedan, that frankly, wasn’t quite good enough. Flickr’s Peter Blackert (aka Lego911) is the builder, and you can see more of his digital recreation of Jaguar’s mid-’90s XJ6 at his photostream.
Click the second link above to take a look, or the first if you haven’t yet seen how Jaguar’s marketing department have put a match to everything Jaguar used to be…
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