Jaguar causes a stir with unusual advertising campaign

The British automobile brand Jaguar recently launched a new advertising campaign that is causing a stir not only due to the absence of cars but also through the use of models in striking haute couture. The images depict dazzlingly dressed individuals striding through a Mars-like landscape, accompanied by messages such as "create exuberant" and "live vivid." The content of the advertisement, reminiscent of a "hallucinogenic sci-fi film," has sparked critical reactions from observers. Initial comments were quick to emerge. Presenter Andrew Neil pointedly asked what Jaguar is actually selling now: "Absurd dresses?" and whether the car brand no longer offers vehicles. Former communications director of video game company Activision Blizzard, Lulu Cheng Meservey, bluntly described the brand's rebranding as "catastrophic." Even Tesla founder Elon Musk joked on his social network X: "Are you still selling cars?" Jaguar responded to these accusations with cryptic answers on X, suggesting that there is more to the campaign: "The story is still unfolding – stay tuned." The campaign aims to underline a strategic shift in the brand towards younger, more urban, and wealthier target groups interested in electric vehicles. In this context, Jaguar has redesigned its traditional "Growler" cat symbol in favor of a new logo that artfully combines the letters J and L. This realignment, described as a "powerful celebration of modernism," gives the brand a new face and cites the philosophy of its founder Sir William Lyons: "A Jaguar should never copy anything.