Jaguar’s bold rebrand: A hit or a miss? Industry leaders offer their take on Jaguar’s relaunch

Last week, luxury car brand Jaguar unveiled its latest campaign, marking a bold new chapter in its journey to redefine its iconic identity as it transitions to a fully electric-vehicle brand by 2025. The campaign, which takes a daring departure from traditional automotive advertising, has ignited conversations across the globe, with marketers, creatives, and consumers weighing in on the radical direction.

Among those sharing their perspectives is marketing professor and columnist Mark Ritson, who delves into the strategy behind the campaign in his recent piece for Marketing Week.

But what do industry leaders in Australia and New Zealand think of Jaguar’s latest campaign? Campaign Brief reached out to industry experts for their insights, including Sarah McGregor, creative consultant and ECD; Psembi Kinstan, CCO, DDB Group Melbourne; Bryden Campbell, managing director of Brand Rebellion; Sharon Henderson, CEO and founder of FEDERATION; Brad Collett, chief creative officer at FEDERATION; and Kim Pick, group ECD, VML New Zealand.

Sarah McGregor, creative consultant and ECD offered a nuanced take on the campaign’s execution, acknowledging the significant effort and thought that went into the project: “Like all of us, I’ve seen numerous posts on LinkedIn about the new Jaguar campaign, including from one of the creators who laid out just how much work had gone into it (and how many Uber Eats deliveries). Clearly, many hours, a lot of thought, and let’s assume, some very clever brains have concentrated their efforts into what, giving them the benefit of the doubt, is probably only the first phase in the campaign.”

While McGregor found merit in Jaguar’s bold approach, she noted areas where it could have been stronger: “I think the end is potentially more interesting than the means. I quite like seeing a car brand act like a fashion brand—it’s certainly a good way to zig. And I also think that there is probably a consumer out there that cares more about what their car says about them, than what’s actually under the hood. Indeed there’s no metal at all to be seen here.

“You could say that Jaguar have ripped off the bandaid of their brand refresh and gone from zero to 100 (sorry) very quickly. But in today’s world I think that’s smart. I don’t think brands necessarily have the time or the concentrated eyeballs anymore to take baby steps towards change, simply to spare the feelings of the stalwarts.”

However, McGregor added that the campaign could benefit from a touch of self-awareness: “I would have loved to have seen just a little more knowing-ness in this first execution. A little wink to let us know that they don’t take themselves too seriously and they know what we might be thinking. Other luxury brands like Gucci do this particularly well. It might also have saved the execution from feeling a tad soulless.”

In conclusion, McGregor says: “I don’t love it, I don’t hate it, but it’s certainly got my attention, and I am very, very keen to see what happens next.”

(Pictured L-R: Sarah McGregor, Psembi Kinstan, Bryden Campbell, Sharon Henderson, Brad Collett, Kim Pick)

Psembi Kinstan, CCO, DDB Group Melbourne, reflected on the campaign’s unusual tone and its potential to spark anticipation: “Jaguar sold around 70,000 models last year, down from 180,000 in 2018. They’re about to launch their new ‘Exuberant Modernism’ design language at Miami in a few weeks’ time, so let’s assume this rebrand exercise is designed to build anticipation for that. In that case, it’s successful. There are more people talking about Jaguar this week than there has been for the last twenty years, but how many of those watching are now expecting the launch to be a car crash?”

Kinstan found the work distinctive, though perhaps not entirely fresh: “The work itself is weird as hell, which is usually a good thing, but unfortunately it seems derivative of a thousand vacuous ‘farshun’ ads we’ve all seen before.”

As for the campaign’s alignment with Jaguar’s new positioning, Kinstan noted: “For those calling out that it should feature a car, this is a tease for the launch of their new design language, so not showing the car is entirely the point. It doesn’t say much about their new positioning beyond their desire to blow everything up, of which they’ve done successfully. They could have created a campaign with some originality and charm, of course, but whether this will be the death-knell of a brand in free-fall, or a precursor to a rise from the ashes when their new cars are revealed on 3 December remains to be seen.”

When asked what lessons other luxury brands might draw from Jaguar’s approach, Kinstan offered a measured perspective: “You can entirely reinvent a brand and still link back to what made it brilliant in the first place. Look at Old Spice or Chrysler with Wiedens, or Johnny Walker with BBH. But in terms of what impact this will have, let’s wait to see what happens when their new cars are revealed on 3 December.”

Bryden Campbell, managing director of Brand Rebellion, highlighted the campaign’s strategic importance in the context of Jaguar’s rebrand, particularly as the luxury automotive industry transitions to electric vehicles: “Jaguar’s decision to rebrand as something more contemporary and aligned with a diverse audience was necessary. It reflects broader shifts in the industry, especially as brands move toward EVs.”

While she found the campaign visually captivating, she noted its lack of substantial messaging: “The initial campaign doesn’t communicate much beyond the fact that Jaguar is radically changing its brand—and that radical change will likely define their new positioning. Watching the ad, my first impression was retail, not automotive. That’s not necessarily a bad thing—it grabs attention and shakes up expectations.”

Campbell praised the boldness of not showing cars in the campaign, but she warned of the high stakes involved: “Jaguar’s success hinges on the product unveiling. If it’s just another EV, the backlash will be fierce. But if the product is as innovative as the campaign promises, they’re setting the stage to redefine their place in the luxury automotive market.”

Campbell also noted the broader implications of Jaguar’s approach: “There’s a lesson here for luxury brands: when undertaking a radical rebrand, you risk potentially alienating your customer base. This is why it’s crucial to not only meet but continually exceed expectations—especially when you’re asking customers to pay a premium.”

Adding her voice to the conversation, Sharon Henderson, CEO and founder of FEDERATION, described the campaign as potentially one of the most exciting marketing strategies in years: “Jaguar has taken a sledgehammer to the shackles of their brand, deconstructing decades of conservative perception to build anew. For decades, Jaguar has struggled to shed its image as a brand for ‘tweed jacket-wearing old men.’ With ‘Copy Nothing’, they’ve shifted the global conversation from indifference to anticipation.”

Henderson sees the campaign as an essential step in Jaguar’s transformation, particularly as it pivots toward a sleek, modern EV lineup: “The teaser alone has sparked global attention and conversation. Jaguar is no longer quietly trying to appeal to legacy buyers—it’s loudly reintroducing itself to an entirely new audience. And that’s exciting.”

Brad Collett, CCO, FEDERATION admired Jaguar’s risk-taking, especially in how it blended heritage references with modern visuals: “Using quotes from Jaguar’s heritage is a clever move. Apple does it, Nike has mastered it, and Bernbach’s legacy still echoes. But the flip they’ve done with those references is what has me intrigued—maybe even cautiously applauding.”

However, Collett felt the campaign lacked emotional resonance: “While the work is visually impressive, it doesn’t evoke much feeling. A touch more emotional resonance in the storytelling could elevate the campaign and make it more memorable. And I hate to say it, but I miss seeing the car. For a rebrand so rooted in transformation, the absence of the product itself feels like a missed opportunity.”

Reflecting on the broader lesson for luxury brands, Collett adds: “Reinvention doesn’t mean abandoning your identity, just sharpening it for a new era. Jaguar’s rebrand feels intentional and meticulously executed—every touchpoint is cohesive and considered. But that doesn’t mean it’s right. If I were a competing luxury brand steeped in heritage, I’d brace myself—some of Jaguar’s former buyers are heading your way.”

Kim Pick, group ECD at VML New Zealand is holding her opinions until the official launch on December 2: “Jaguar have asked us to withhold judgement on the campaign until December 2 when the new model launches, and I’m interested to do so.

For Pick, the campaign has already achieved its primary goal: “A 30-second teaser for a new model launch has created a massive amount of global noise, so either way, it’s job done for them in terms of getting people to take notice.”

Pick also pointed out possible creative inspirations behind the campaign: “In creating this, it feels to me like someone has thought about the original ‘brand revolution’ fame piece, the iconic Apple ‘1984’ spot directed by Ridley Scott, and done a 2024 version. The imagery and use of the hammer certainly seem to pay homage to it.”

With perspectives ranging from cautious optimism to outright excitement, Jaguar’s radical rebranding has unquestionably succeeded in sparking global attention. The challenge now lies in whether the upcoming product lineup can meet the high expectations set by this bold campaign. As Henderson suggests, the brand has moved from quiet reverence to loud reinvention—and the world is watching to see what happens next.