Campaign: Jaguar (Fail)
Campaign: Jaguar | Copy Nothing
Objective: In November 2024, Jaguar Land Rover (JLR) unveiled a bold new rebrand from agency Accenture Song. The new identity introduced a minimalist 'J' logo, retiring the iconic 'growler' logo. The accompanying campaign ditched cars altogether in favour of an array of colourful, abstract visuals, diverse models, and slogans like 'Live Vivid' and 'Delete Ordinary'.
Why it DOESN’T work:
1. I understand what they’re trying to do here: new color palette, new direction, new everything. The problem is that you’re working with a very established brand, and they do one thing, luxury cars, they know their audience, and their audience knows them. Consistency is key.
2. This concept to ‘copy nothing’ and bring in a fresh take is better geared towards a wellness or fashion sector, for god sake, not Jaguar. The pendulum went too far out of bounds. It doesn’t make sense, the original brand isn’t anywhere here, heck, I don’t even see a car in this campaign.
3. If you want to reinvent the wheel, don’t forget to include the wheel. This one hurts.
