Jaguar Land Rover’s former chief creative officer, Gerry McGovern, says the frosty reception to the ‘Copy Nothing’ campaign in 2024 did more than embarrass the company for a news cycle. It forced JLR to pull other communications it had lined up for the relaunch, material that was already prepared and never made it out the door.
The old saying about any publicity being good publicity did not hold up for JLR that year. The commercial arrived with an eclectic cast of models in unusual haircuts and brightly colored clothing, no car anywhere in the frame, and the response was immediate and hostile. Tesla CEO Elon Musk called it woke. So did the President of the United States, Donald Trump. A large share of the internet went further and declared that the rebrand had just killed Jaguar outright.
Read Article