Jaguar's managing director, Rawdon Glover, has defended the company's new advertising campaign and rebrand after facing what he described as 'vile hatred and intolerance' online. The 30-second clip, posted on X, features models in colourful clothing against vibrant backdrops but notably lacks a car or the traditional Jaguar logo.
Speaking to the Financial Times, Glover said the campaign was a deliberate move away from 'traditional automotive stereotypes'. 'If we play in the same way that everybody else does, we'll just get drowned out. So we shouldn't turn up like an auto brand,' he explained.
The advert sparked a backlash, including from X owner Elon Musk, who posted: 'Do you sell cars?' Glover responded by inviting Musk to Miami next month, where Jaguar will present a public installation at Miami art week as part of the rebrand.
Despite the criticism, Glover noted that the campaign had drawn more than 160 million views on social media and received a 'very positive' response overall. He expressed disappointment at the 'vile hatred' directed at those featured in the video.
Jaguar's chief creative officer, Gerry McGovern, described the rebrand as 'a reimagining that recaptures the essence of Jaguar' while making it relevant for a contemporary audience. The company, officially known as JLR, is Britain's largest automotive employer and has been investing in hybrid and electric vehicle production, with the first electric Range Rover deliveries expected by the end of next year.
James Ramsden, executive creative director at Coley Porter Bell, called the rebrand a 'radical reinvention' but cautioned that the company must now deliver a compelling range of cars to back it up. 'If you're going to break the mould, you'd better have one hell of a range of cars ready to roll,' he told Adweek.
