Jaguar dubbed ‘Bud Light 2.0’ after releasing modern redesign ad featuring androgynous models, no cars
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Jaguar may face its own Bud Light minute after backlash online in a new ad on Tuesday.
The car brand released a new promotional video starting with its reimagined logo on its X account under the slogan “Copy Nothing.”
The ad featured mockumentary models in brightly colored, over-the-top clothing, including one man in a dress, along with other slogans such as “create excitement,” “live bright,” “remove the ordinary” and “shame the wax.”
The ad did not feature a car during its entire 30-second run.
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Jaguar’s promotional image for the new “Copy Nothing” product. (Jaguar)
Shortly after the ad aired, X users flocked to the company to release a campaign they called “Bud Light 2.0” with an apparent focus on waking up and modernizing car sales.
“This made me want to sell my Jaguar and I don’t even own a Jaguar,” said veteran corporate activist Robby Starbuck.
Columnist Jon Gabriel wrote, “This is the wrong time for this. I understand the C-suite is tied to this in 2022, but you haven’t read yet. It’s Bud Light 2.0.”
“It’s not a matter of taste, I see,” joked conservative journalist Ian Miles Cheong.
“Open whoever your ad company is. This isn’t it,” wrote RedState editor-in-chief Brandon Morse.
RedState writer Bonchie said, “Congratulations on continuing to not sell cars.”
“A car ad with no cars. Hmm,” PR consultant Jeff Barrett commented on a GIF of the “Dodgeball” actor saying, “That’s a bold move, Cotton, let’s see if it pays off.”
PR firm CEO Craig Lucie added, “I see #jaguar trending. That’s why the right marketing and content team is important. You sell cars. Nothing in this ad tells a potential buyer about your brand story. What are your takeaways from this ad?”
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Jaguar said the ad was a step into the future. (Reuters Photos)
Jaguar’s X account responded to several comments and questions about its ad, including one from X CEO Elon Musk.
“Do you sell cars?” Musk asked.
“Yes. We’d love to show you around. Join us for the cup in Miami on December 2nd? Hello, Jaguar,” replied Jaguar.
The company has repeatedly responded to other similar comments arguing that “the story is still ongoing” for the rebrand and how the ad “sets the stage” for the future.
In a press release, Jaguar announced that in December it will present “Copy Nothing,” which it describes as “the world’s first public display of its new product that will include the visual expression of its creative philosophy of Exuberant Modernism, in the Design Vision Concept. .
“This surprising, mysterious and unexpected expression of what it means to Copy Nothing will be a reflection of the fearless approach that will come from Jaguar,” reads the press release. “Jaguar’s presence in Miami will establish its representation of artistic expression, in all its forms. Through a series of carefully selected gallery spaces in two locations, Jaguar will share its platform with new and emerging artists who share its principles of Copy Nothing. .”
The Jaguar I-Pace electric vehicle (EV) is seen on display at the Jaguar Land Rover booth during the press day of the Auto Shanghai show in Shanghai, China, April 19, 2021. (REUTERS/Aly Song/File Photo/Reuters Images)
Chief Creative Officer Professor Gerry McGovern OBE said the new concept was reminiscent of company founder Sir William Lyons “who believed that ‘Jaguar should not be a copy of anything.'”
“Our vision for Jaguar today is underpinned by this philosophy. The new Jaguar is a brand built around Exuberant Modernism. It’s thoughtful, bold and creative in every touchpoint. It’s unique and fearless,” McGovern said in the release.
He continued, “This is a reimagining that recaptures the essence of Jaguar, returning it to the values that once made it so popular, but making it relevant to today’s audience. We are building Jaguar for the future, reclaiming its status as a brand that enriches the lives of our customers and the Jaguar community.”
Jaguar Managing Director Rawdon Glover added, “To bring back such a world-renowned brand we had to be fearless. Jaguar has always been at its best when challenged. That belief is reflected in our new brand identity today and will be revealed for months to come. This is a reset The whole of Jaguar has been changed to find its origins and inspire a new generation.
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Fox Business has reached out to Jaguar for comment.
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