‘Bud Light 2.0’ is the name given to Jaguar following the release of a modernist rebranding advertisement featuring androgynous figures.
Changes to the Jaguar Logo Are the First Step in the Rebirth of the Luxury Brand,
Following online criticism of a new advertisement on Tuesday, Jaguar may be facing its own Bud Light moment.
In a new commercial video, the carmaker debuted its updated logo on its X account with the tagline “Copy Nothing.”
Along with the tagline “create exuberant,” “live vivid,” “delete ordinary,” and “break molds,” the advertisement depicted androgynous models dressed in extravagant, vibrant clothing, including one man in a dress.
During its whole 30-second duration, the advertisement did not show a car.
X users attacked the corporation shortly after the ad’s debut, accusing them of launching a “Bud Light 2.0” campaign that seemed to prioritize modernism and wokeness over auto sales.
Robby Starbuck, a conservative business activist, said, “I don’t even own a Jaguar, and this just made me want to sell it.”
“This is so the wrong timing for this,” columnist Jon Gabriel wrote. You have totally misinterpreted the situation, but I can see how the C-suite could be duped into this in 2022. Bud Light 2.0.
“Unburdened by taste, I see,” jokingly said Ian Miles Cheong, a conservative journalist.
“Fire your advertising agency. “This isn’t it,” commented Brandon Morse, senior editor at RedState.
Bonchie, a writer for RedState, stated, “Congrats on continuing to not sell cars.”
“A automobile advertisement. Using a GIF of a character from the film “Dodgeball,” PR consultant Jeff Barrett stated, “That’s a bold strategy, Cotton, let’s see if it pays off for him.”
“I see #jaguar is trending,” said Craig Lucie, CEO of a PR business. The proper marketing and content team is crucial for this reason. You are a car salesperson. This advertisement doesn’t give a prospective customer anything about the history of your product. What lessons did you learn from this advertisement?
Compared to gas options, car dealers throw cold water on electric vehicles, saying, “I wouldn’t feel safe.”
Jaguar’s X account responded to several queries and remarks on its advertisement, including one from Elon Musk, the CEO of X.
“Do you sell cars?” Musk enquired.
“Yes. We want to show it to you. Come enjoy a cup of coffee with us in Miami on December 2nd. “Best regards, Jaguar,” replied Jaguar.
In response to similar remarks, the firm stated time and again that “the story’s still unfolding” regarding the rebranding and how the advertisement is “setting the stage” for the future.
“Copy Nothing,” which Jaguar says is “the first global public installation for its new brand that will include the physical manifestation of its Exuberant Modernism creative philosophy, in a Design Vision Concept,” will be unveiled in December, according to a press release.
“This dramatic, unmistakable and unexpected expression of what it means to Copy Nothing will be a preview of the fearless approach to come from Jaguar,” the release stated. “Jaguar’s participation in Miami will demonstrate its support for all forms of artistic expression. Jaguar will share its platform with innovative and up-and-coming artists that share its Copy Nothing philosophy through a number of carefully chosen gallery spaces spread across two sites.
This new idea, according to Chief Creative Officer Professor Gerry McGovern OBE, is evocative of Sir William Lyons, the company’s founder, who “thought that ‘A Jaguar should be a copy of nothing.'”
“This concept guides our current vision for Jaguar. The foundation of the New Jaguar brand is Exuberant Modernism. Every touchpoint exhibits creativity, audacity, and artistic expression. “It is distinct and unafraid,” McGovern stated in the statement.
He went on, “This is a redesign that brings Jaguar back to the principles that made it so beloved in the first place while also keeping it relevant for a modern audience. We are rebuilding Jaguar’s reputation as a company that improves the lives of our customers and the Jaguar community by building the brand for the future.”
“We had to be fearless to bring back such a globally renowned brand,” said Rawdon Glover, managing director of Jaguar. When Jaguar defied tradition, it was at its finest. Our new brand identity today reflects that philosophy, which will be further unveiled in the upcoming months. This is a total restart. In order to inspire a new generation and recover its uniqueness, Jaguar undergoes a transformation. I can’t wait for Jaguar to be seen by everyone.