Jaguarthe iconic British luxury car brand, sparked controversy with the launch of its new campaign advertising, which seeks mark your transition towards full electrification. The advertisement, which does not include carsgenerated both admiration and criticism by presenting models in futuristic outfits in an alien settingmoving away from the traditional strategies of the automotive sector.
Under the motto “Copy Nothing” (do not copy anything), the promotional video shows the models dressed in bright colorsin an environment that seems from another world. With phrases like “Break Molds” (break molds), the campaign seeks convey a break with convention.
However, the absence of cars and the avant-garde tone were harshly questioned by users on social networks, who considered the message confusing and even linked the campaign with what some call a woke or progressive posture.
Despite the barrage of negative comments, the British brand defended its decision to break with convention. Gerry McGoverncreative director of Jaguar, stated that this campaign symbolizes a reinvention that seeks to return the essence of Jaguar while adapting to the expectations of a contemporary audience.
According to McGovern, this approach recover the values that made the brand loved in the past, but with a modern perspective. Internally, heThe company was very satisfied with the launch.
The crossing with Elon Musk
The controversy escalated so quickly that it even reached Elon Muskowner of tesla and from platform “Do you sell cars?”a comment that went viral and added more controversy to the debate about Jaguar’s strategy.
But this crossing with Musk did not go unanswered, since from the Jaguar official accountthey replied to his ironic question inviting you to discover their new line of cars in Miamiwith the promise of sharing a tea during the relaunch event. The South African responded cordially, indicating that he hoped to see the new models soon.
The relaunchjaguar
The campaign is the prelude to official relaunch of the brandwhich will take place on December 2 during the Miami Art WeekYo. At that event, Jaguar will present its new electric GT model and a redesigned logo, in which its logo was updated and oriented to the rightsomething that also divided opinions among the brand’s followers.
Jaguar Land Roverunit belonging to Tata Motors Ltd. of Indiaseeks to position itself as an innovative brand on its path towards total electrification. According to its executive director, Rawdon Gloverthe goal is to challenge traditional stereotypes of the automotive industry.
“If we follow the same old rules, we will be left behind. That’s why we choose not to look like just another car brand,” declared Glover in reference to this new launch that the British company wants to carry out.
Regarding the controversy, according to Glover the public response was notable in terms of scopewith more than 160 million views of the advertisement. However, the executive expressed his disappointment over the comments full of hate and intolerance that emerged on social networks.
Source: Ambito
David William is a talented author who has made a name for himself in the world of writing. He is a professional author who writes on a wide range of topics, from general interest to opinion news. David is currently working as a writer at 24 hours worlds where he brings his unique perspective and in-depth research to his articles, making them both informative and engaging.
