This post is written by Bruce Burgoyne, Creative Director at Mackman Branding & Marketing Agency.
Table of Contents
As Creative Director, I’m often asked my opinion on the latest developments in the creative world, particularly when it involves iconic brands like Jaguar. Recently, their rebranding and provocative campaign has sparked a polarised response across media outlets and social platforms. Until now, I’ve refrained from joining the conversation, but after listening to an insightful podcast featuring Richard Huntington, Chief Strategy Officer at Saatchi & Saatchi, I feel compelled to share my thoughts.
Left: Jaguar’s previous logo. Right: Jaguar’s new logo. Imagery courtesy of Jaguar.
Breaking the Mold: A Strategic Necessity
Jaguar’s decision to move away from their traditional image—a roaring Jaguar on the bonnet of a testosterone-fueled car—has been met with backlash, with some accusing the brand of prioritising “woke capitalism” over heritage. However, as Huntington pointed out, this shift is more than a creative choice; it’s a survival strategy. Jaguar’s sales figures are dwarfed by competitors like Mercedes and BMW, and the brand faces the reality that its audience is aging. Reinvention, however divisive, is a commercial imperative.
I agree with Huntington’s perspective that this is not an “ad” in the traditional sense but a mood film—a teaser meant to challenge perceptions and set the tone for Jaguar’s new direction. In a world where businesses must innovate to stay relevant, clinging to nostalgia can be a death knell. As Huntington noted, “Radical works in cars, and retro never works.”
Relatability vs. Aspiration
One critique Huntington raised resonates deeply with me: marketing’s flight from reality. In creating aspirational narratives, brands sometimes stray too far from their audience’s lived experiences. The Jaguar rebrand may have sparked outrage because it feels disconnected from the brand’s legacy or the audience’s expectations. However, relatability and aspiration are not mutually exclusive. This campaign is an ambitious attempt to reposition Jaguar as a super-premium electric vehicle brand targeting a niche, global, and affluent audience.
This recalibration of Jaguar’s identity—selling fewer cars at higher price points—is not about alienating traditional buyers like the so-called “gin and Jag set” but about expanding their market to new demographics, particularly in growing economies like China and India.
The Power of Provocation
Jaguar’s campaign has achieved what so many strive for: visibility and discussion. Millions have engaged with the content, and while not all feedback has been positive, it has undeniably thrust Jaguar into the spotlight. As Huntington suggested, any publicity can be a double-edged sword, but for a brand in dire need of reinvention, the attention is a powerful lever.
Defending Creativity Amidst Criticism
One disheartening aspect of the conversation has been the personal attacks on the campaign’s designers and creators. As a creative professional, I strongly believe in defending those who push boundaries and take risks, even if the work provokes controversy. Innovation often meets resistance, but it is the only way forward in a competitive and ever-changing marketplace.
Jaguar Rebrand Final Thoughts
The Jaguar rebrand may not appeal to everyone, but that is precisely the point. As Huntington highlighted, the CEO’s strategy is clear-eyed: Jaguar cannot rely on its legacy alone to survive. The brand’s future lies in bold decisions that disrupt expectations and redefine what Jaguar represents in the 21st century.
“To me, this campaign is a daring declaration of intent. It may polarise opinions, but it also positions Jaguar as a brand willing to evolve—a critical move in an industry that thrives on innovation.”
What are your thoughts? Is Jaguar’s campaign a misstep or a masterstroke in redefining their brand? Contact us today to discuss.
Take A Look At Our Recent Branding Projects
-
Full Service Branding & Marketing Support For A Specialist Software Company
