Breaking the Mould: Jaguar’s Bold 'Copy Nothing' Campaign

Hello friends,

I am back with the latest edition of the Have a Good Day in PR newsletter, and what a week it has been! This week we singularly focus on what unfolded last week at the house of Jaguar

That's right, unless you are living under a rock, you have caught up on what the iconic British auto brand was upto with its brand new - Copy Nothing campaign, a bold and unconventional step toward reimagining its legacy as it transitions to an all-electric future. The campaign discarded the usual automotive advertising tropes—no sleek cars parked by luxury mansions, no runway models exuding status. Instead, Jaguar delivered a 30-second video of avant-garde fashion, surreal visuals, and phrases like "create exuberant" and "break moulds."

There wasn’t a single car in sight.

The campaign flipped the script, attempting to sell not just a car, but a statement.

And the reactions?

Predictably polarised.

Breaking from Tradition

Luxury car advertising has historically followed a formula: pair aspirational cars with aspirational imagery to sell a lifestyle. In my early career, I worked on Audi’s Car of the Year launch for the A6, which followed this very blueprint. That year, we were at every auto expo, with couture-clad models flanking the cars. The message was clear: the car wasn’t just a vehicle; it was a symbol of power, exclusivity, and aspiration—designed for the cisgender, heterosexual man.

Jaguar’s Copy Nothing campaign takes that template and throws it out the window. By focusing on diversity, creativity, and individuality, it speaks to a younger, more progressive audience. It challenges outdated notions of luxury and shifts the conversation to what modern prestige should mean.

But bold campaigns come with bold risks.

The Backlash

When you create something daring and share it with the world, you brace yourself for both applause and critique. Jaguar’s Copy Nothing campaign faced both—and more.

• Polarised Reactions: Some praised the creativity and forward-thinking approach, while others criticised the absence of cars. Tesla CEO Elon Musk’s sarcastic tweet, “Do you sell cars?” encapsulated the confusion many felt.

• Accusations of "wokeness": Critics accused Jaguar of pandering to “woke culture” and claimed it had abandoned its British heritage. The Daily Mail was particularly scathing, sensationalising the campaign as "too Americanised" and focused on diversity at the expense of tradition.

• Personal Attacks: Santino Pietrosanti, Jaguar’s brand lead and the driving force behind the campaign, faced unacceptable personal attacks across social media and in some media outlets, even his private life splashed across for no good reason. Debate over creative choices is healthy, but attacks on individuals stifles creativity and discourages bold thinking—behaviour that must be called out and condemned. It was vile and absolutely unnessary. Thus proving the point that perhaps, this is why they needed that brand refresh.

All Eyes on Miami Art Week !

For all the polarised reactions, Jaguar’s decision to reveal its new product during the Miami Art Week in early December speaks volumes. Miami Art Week is a global celebration of creativity, design, and innovation—precisely the ethos Jaguar is trying to embody. This setting aligns perfectly with the brand’s attempt to reimagine modern luxury for an audience that values originality and individuality and I am all for it!

What I find particularly exciting is the next step: the product itself. It’s no longer about abstract messaging but about how the product represents the audience it seeks to cater to. True diversity, equity, and inclusion (DEI) can’t just live in a brand’s marketing—it must breathe through its design, philosophy, and even its makers. Miami will be the ultimate test of whether Jaguar’s vision translates into something tangible and meaningful. I would love to be a fly on the wall in the communications war room at the moment, building the messaging and strategy around this big launch.

A Moment of Reflection

As someone who has worked in luxury automotive communications, I know firsthand how difficult it is to challenge the status quo. The Copy Nothing campaign is not just bold—it’s inspiring. It’s a reminder that to stay relevant, brands must not only innovate but also reimagine themselves in a way that resonates with evolving audiences. But you know, the truth is, when you go against the tide, a backslash is envitable. They saw it coming and how they react from here on, is what matters, I for one, cannot wait to see how it all unfolds.

That said, creativity is only one piece of the puzzle. Jaguar’s next steps will determine whether this campaign becomes a case study in successful brand reinvention or a cautionary tale.

For communicators and brand marketers, Jaguar’s first phase of the campaign highlights three key lessons:

1. Innovation Requires Consistency: Bold campaigns must be supported by equally bold products, operations, and messaging.

2. Criticism Comes with the Territory: Disruption provokes mixed reactions, but personal attacks, like those faced by Pietrosanti, are unacceptable and must be condemned.

3. The Product is the Proof: A campaign may create attention, but the product builds trust. Jaguar’s success ultimately depends on how well its vehicles live up to the campaign’s promise.

What Do You Think?

What are your thoughts on Jaguar’s Copy Nothing campaign? Do you believe the product will live up to its ambition and reflect the DEI values it claims to represent?

I’d love to hear your thoughts and feature your insights in the next newsletter.

Thank you for being part of this growing community.

Until next time, stay inspired and don’t be afraid to break the mould.

See you next Wednesday in the fourth addition of Have a Good Day in PR!

Love,

Ketaki

#PR #Communications #Jaguar #CopyNothing #StayBold #BrandComms #AutoPR

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