Jaguar has been sniffing too much catnip, but can it pounce back?

Everyone has a hot take on the new Jaguar commercial, which features a series of avant-garde characters vying to one-up each other on the whacky scale. But can the brand come roaring back from its PR nightmare?

Jaguar's recent rebranding campaign had social media commentators bidding to out-diss each other in contempt for its controversial offering. Standing in polar opposition to the nostalgic brand’s traditional image, it’s hard to imagine the creative team not anticipating a backlash to what amounts to a defiant group of models rocking primary-coloured leotards on the set of a space opera. Yet here we are.

The creative criticism checklist is certainly a long one here. The advert’s tone is far too self-serious to justify its surreality, and the slogan urging us to ‘copy nothing’ tempts us more to blend in with a mug of cocoa than stage a colour revolution. Indeed, one half expects the Tango Man to make a cameo appearance. And frankly, I wish he did.

Further alienating the audience was the lack of vehicle shots, which felt like a betrayal of the iconic curves that have helped the brand endure. 

The new feline-free logo, meanwhile, was hardly a hit: one memorable commenter compared it to a cheap vape brand, while another joked that they were now convinced to buy this new brand of sex toys.

All this being said, there were a few things that were generally agreed on. ‘Something’ had to be done to revive the brand in a period of declining sales, with Jaguar pausing production until 2026 as it pivots to an electric line-up.

There was also an acknowledgement that it’s been a long time since so many people were even talking about Jaguar. So, are there some glints of hope shining through the sunroof?

I reckon so.

One saving grace was the teaser shot of the new Jag, whose rear end might prompt a Kardhashian-level rethink of the brand if it’s an indication of the overall styling. It’s also possible that the stripped-back logo might be fitting for a sleek electric model. It worked for Honda, at least. 

For now, though, it seems like a missed opportunity for the brand to lean into its heritage and strong brand currency. Burberry has successfully done just this in its recent ads, while British Airways won over the public with its self-confident logoless campaign that spoke to its timeless appeal. 

Jaguar’s campaign might seem like a misstep now, but - like an unravelled ball of wool - it’s all to play for. Will Jaguar roll over in response to a bowl full of catty comments? Or will it claw its way back? Let’s not rule anything out: the iconic brand still has eight lives left.