Jaguar has "gone over the top" on its ad. The British motoring icon is looking for a new ad agency

Advertising as a lever of trade? Jaguar has painfully learned that not every… After a spectacular drop in sales, the brand begins searching for a new advertising agency, trying to rebuild its image and win back the hearts of classic car fans.

In the world of luxury brands, advertising doesn’t just sell – it tells a story. It tempts, seduces, builds a myth. Or at least it should. Jaguar , the British style icon, had a painful reminder of this principle after last year’s advertising campaign for its electric vehicles caused more excitement than the car itself. And unfortunately – it wasn’t a thrill. After analyzing its financial results for 2024 (sales dropped by over 25%) and a torrent of criticism – as The Telegraph reports, the brand is now looking for a new advertising agency .

New Jaguar emblem / Jaguar Press Material

Jaguar's new chapter was supposed to be futuristic, bold, and totally different—just like the slogan "Copy Nothing" said. The problem was that the electric model campaign ad didn't show... cars. Instead, it served up extravagant stylings straight out of a haute couture show and enigmatic shots reminiscent of a Lady Gaga music video.

The internet's reaction was quick. Fans of the brand (and not only them) were unanimously asking: where is the pride, ferocity and charisma of the old " Jag-man "?

Celebrities and politicians echoed them. Elon Musk allowed himself to be spiteful, Nigel Farage predicted bankruptcy. And the sales results? 33,000 cars sold in 2024 versus over 161,000 in 2019. Despite declarations of "creative courage", reality painfully verified the brand's artistic ambitions.

It wasn’t just the campaign itself that caused a stir. Jaguar abandoned its historic emblem with a characteristic wild cat – the “ growler ”, replacing it with a geometric symbol with letters. Minimalism? Maybe. But in the eyes of many – a rebranding without a soul .

The biggest hit on the Internet turned out to be an electric model of a Jaguar in "Barbie pink" , which Internet users compared to an air conditioner.

Jaguar's creative services have so far been handled by Accenture Song (formerly Accenture Interactive) and in-house Spark44 . The contract runs until mid-2026, but the company has already begun reviewing its creative partners. Officially? Coincidence. Unofficially? It's hard not to see the correlation.

Changes are needed, the brand has announced that it wants to target the ultra-premium segment. Fewer cars, higher prices, more prestige. However, this requires a coherent story.

Jaguar stands at a crossroads today – between legend and the future. To attract new customers and not lose loyal customers, it must find a balance between progressiveness and classicism.