Do you sell cars? Why Jaguar is being trolled for 'woke' Copy Nothing ad

Published On : 2024-11-20T21:31:04+0530 [ IST ] | Author : Mayur_Tembhare
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The 30-second ad featuring models striding through abstract backdrops and spouting slogans like "Create Exuberant" and "Live Vivid" has drawn widespread ridicule. Notably absent in the entire ad? A single Jaguar. It's a perplexing decision for a luxury car manufacturer known

This misstep is particularly jarring because Jaguar has a storied history of iconic advertising that not only captured the imagination but also cemented its cars as objects of desire. One of Jaguar's most notable campaigns, "Grace, Space Pace," in the 1950s, positioned the brand as the epit

Fast forward to more recent years and Jaguar has had similarly impactful campaigns like "British Villains." With its tagline, "It's good to be bad," the campaign cleverly leaned into Jaguar's British heritage featuring acclaimed actors like Sir Ben Kingsley Tom Hiddleston and Mark Strong playing dashing antihero

In one of the show's pivotal moments Don Draper the genius ad executive pitches the tagline: "Finally something beautiful you can own." The fictional ad brilliantly encapsulates Jaguar's essence—a car so stunning that it transcends utility and becomes a status symbol.

Mad Men Jaguar Sales Pitch "At Last Something Beautiful You Can Truly Own"

This context makes the "Copy Nothing" campaign even more baffling. Where Jaguar ads of the past highlighted the vehicles’ beauty, power and craftsmanship this new effort feels detached as though it aims to make a cultural statement rather than sell a product. The absence of the cars or any reference to their driving experience leaves viewers wondering what the brand is trying to communicate

While some defend the ad as a bold artistic move meant to signal a new era for Jaguar the response suggests it has fallen short of connecting with the audience. Many of Jaguar's traditional fans—people drawn to the brand for its iconic blend of luxury and performance—feel alienated.

It’s not that artistic advertising can’t work—Jaguar itself has been no stranger to bold creative risks in the past. But even the most avant-garde campaigns have to connect to the product.

Maybe Jaguar will reveal a follow-up campaign that ties it all together. Perhaps this ad is meant to spark conversation and intrigue—a teaser for something bigger. But for now it serves as a cautionary tale. Luxury car buyers don’t just want art; they want to feel the visceral thrill of imagining

Source : Reporters From Sunrise Chronicles

Tags : Notably , This , Mark Strong , Perhaps , Pace , Do , copytraditional fans — people drawn , Mad Men , In , Copy Nothing ,

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