We always suspected Elon Musk liked dogs with his passion for cryptocurrency DOGE, but Jaguar’s latest move is only going to make Elon Musk dislike cats even more.
Jaguar’s new ad campaign, “Copy Nothing,” is only six days old but has already captured massive attention. The ad has generated over 160 million views on social media, far surpassing Jaguar’s previous content. Jaguar’s typical monthly Google search volume is around 1-2 million. Now, it is nearing 12 million according to Simporter data. The ad, now at 2.1 million views, marks a significant increase in online engagement.
This leap stands out when compared to Jaguar’s past performance. Last year, the brand posted 64 videos that together brought in just 334,000 views. That’s an average of 5,300 views per video. The “Copy Nothing” ad, by contrast, achieved over 400 times that amount in under a week.
The numbers prove Jaguar is successfully cutting through the noise. Whether that translates to sales will be interesting to follow. But criticisms of their latest campaign arguably miss the point of their ad: to get people to talk about Jaguar.
Is Jaguar Sexy in 2024?
Not really—but that’s the point. Jaguar’s rebrand shows they are ready to shake off their dated image and embrace something new. The company is banking on the idea that bold moves will resonate with younger, luxury-oriented buyers.
The automotive market is shifting. Electric vehicles, sustainability, and technology are redefining what it means to be a luxury brand. Jaguar’s ad reflects these changes, setting the stage for its transition to an all-electric lineup by 2025.
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Attention’s Role in Brand Building
On X, Elon Musk, CEO of the competing brand Tesla, mocked the ad, asking, “Do you sell cars?”. Musk then posted a vintage Playboy ad featuring a woman reclining on a car, jokingly implying it was an Aston Martin commercial. “You know. You’re not the first, but do you really care?” he wrote. We did not expect Musk to positively respond to Jaguar’s announcement of its electric only future — positioning it as a bigger competitor than before in the EV market to Tesla.
Jaguar’s managing director, Rawdon Glover, responded directly: “Yes. We’d love to show you,” inviting Musk to view Jaguar’s rebrand installation at Miami Art Week.
Glover also said of the campaign, “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 later expressed disappointment at the “vile hatred and intolerance” in some online comments targeting the cast of the ad.
Despite the backlash, the controversy has amplified awareness. Over 24,000 comments on the video suggest people are highly engaged, even if opinions are divided.
Jaguar’s leadership has made it clear they are targeting younger buyers with this bold, futuristic approach. These buyers are more likely to connect with sleek, modern aesthetics. “This is a reimagining,” McGovern emphasized, aligning with Jaguar’s transition to luxury electric vehicles.
Jaguar’s Ad Resonates Despite Mixed Reactions
Jaguar’s bold approach to its rebrand seems to be working, even in the face of criticism. The ad’s minimalist style and absence of a featured vehicle have sparked conversation, and that’s exactly what Jaguar needed.
But do views translate to sales? In contrast to our beliefs at Simporter, market research provider Zappi surveyed a group of consumers and found that 87% of consumers preferred Jaguar’s old logo. That’s a staggering statistic that paints the ad as a clear failure.
So the general population may be unhappy with the rebrand. But it’s getting eyeballs and the move seems to be Jaguar focusing on a specific audience.: younger generations who haven’t really caught onto the Jaguar brand until now. Generations who have never thought of a Jaguar as a car for younger people, but who value sleek design and bold moves, likely feel differently.
Jaguar managing director, Rawdon Glover, captured this sentiment in his remarks to the Financial Times: “If we play in the same way that everybody else does, we’ll just get drowned out.” The brand’s goal is not to cater to everyone but to stand apart for a modern, forward-thinking audience.
Modern Minimalism vs. Classic Design
Jaguar’s new logo, stripped down and minimalist, reflects modern trends in branding. For some, this move signals progress and aligns with Jaguar’s focus on electric vehicles and sustainability. However, Zappi’s study suggests many consumers still associate Jaguar’s older logo with distinctiveness and heritage.
This divide highlights the difference between appealing to traditionalists versus a younger, tech-savvy audience. As brands evolve, some level of pushback is inevitable. Jaguar’s willingness to take risks shows it is prioritizing the future over nostalgia.
Jaguar’s chief creative officer, Gerry McGovern, summed it up best in an interview with The Guardian: “This is a reimagining that recaptures the essence of Jaguar… but making it relevant for a contemporary audience.”
Engagement Numbers Speak Volumes
The ad’s performance on social media offers undeniable proof of its success. Generating over 160 million views in six days, the campaign dwarfs previous Jaguar efforts. This level of engagement indicates that, love it or hate it, people are paying attention.
By comparison, Elon Musk’s Cybercab ad, despite being backed by a much larger subscriber base, only reached 793,000 views. Jaguar’s 8.1x view-to-subscriber ratio far outshines Musk’s 0.26x ratio.
This demonstrates how controversy and curiosity can drive greater engagement. Jaguar’s ad isn’t just about impressions; it’s about sparking conversations and challenging expectations.
Lessons From Jaguar’s Rebrand
Jaguar’s “Copy Nothing” campaign highlights the power of taking risks in branding. By prioritizing modern design and sparking debate, the company has positioned itself as a forward-thinking brand in a competitive market.
While traditionalists may not embrace the changes, Jaguar isn’t trying to appeal to everyone. Instead, they are focusing on building excitement for a new generation of buyers.
Whether or not the rebrand pays off in the long run, it has already succeeded in one key area: getting people to talk about Jaguar again.