British luxury carmaker Jaguar unveiled new branding this week ahead of its all-electric vehicle launch — and some people on social media, including Tesla's Elon Musk, were quick to pounce. The revamp of the iconic brand — and chosen vehicle of Britain's royal family and prime ministers — includes an updated typeface for its "Jaguar" logo, a redesign of the leaping jaguar mark, and a colorful new video advertisement. The company also debuted an all-new creative philosophy focused on "exuberant modernism," which it defined as "imaginative, bold, and artistic at every touchpoint.
" Jaguar Chief Creative Officer Gerry McGovern said in a statement that the company's new vision was inspired by its founder's belief that "a Jaguar should be a copy of nothing." But that "exuberant modernism," particularly in the company's video ad, is being mocked by some people online. The video that Jag released shows models clad in colorful, ultra-modern haute couture doing things like exiting an elevator, painting a wall, and swinging a sledgehammer before they all sit down on a rock in a pink desert landscape.
Phrases like "create exuberant," "live vivid," and "delete ordinary," flash across the screen. Notably for a car company, there are no cars in the ad. In response to the by Jaguar, : "Do you sell cars?" The company to Musk on X, writing, "Yes.
We'd love to show you. Join us for a cuppa in Miami on 2nd December? Warmest regards, Jaguar." Musk : "I look forward to seeing your new vehicl.
