Okay, so Jaguar’s new ad campaign is drawing a lot of attention online. For better or worse, people are talking about Jaguar. 

I won’t bury the lede. 

Watch this if you haven’t already. 

So, it’s pretty ambiguous. 

Jaguar’s new campaign has almost everything: avant-garde vibes, androgynous models in futuristic outfits, a cryptic tagline ("Copy Nothing"), and…well, no actual cars. 

This is in stark contrast to brands like Lexus who are running this kind of ad for the 29th holiday season in a row, which we can all relate to. I love opening my Lexus on Christmas morning!

The 30-second Jag spot dropped earlier this week, sparking more confusion than excitement. Not with me though. I totally get it....okay maybe not totally.

Lulu Cheng Meservey from Rostra PR called the campaign “disastrous.” Others questioned the wisdom of selling cars without showing cars. And let’s not even get started on the logo change—

Pause for quality control, that may have been the Jacksonville Jaguar’s logo update. Here’s the real one. Goodbye, iconic growler emblem; hello, monogram.

I dunno. For how worked up everyone is about this, I have to admit, it’s the most anyone’s talked about Jaguar in decades, so…there’s that? The social team shared a teaser X post highlighting an upcoming event in Miami. And I’ll tell you what, whether it’s the haters or the brand loyalists, I think some people might tune in on December 2.

The teaser did look a little bit like the back of my AC unit. But upon the reveal this week, I have to say, the ad campaign did match the final product. It feels on brand, even if you don’t like the new brand. 

Whatever you think of the update and Jaguar’s new ad campaign, you can’t deny that it’s notable. A drastic change for an iconic brand, we’ll see how sales go. 

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