Editor-DN
At a time when Jaguar is facing backlash for its rebranding campaign, another legacy automotive company, Volvo, is receiving all the praise for its ‘family values’ ad that sticks to the brand’s roots. . After the Jaguar debacle, Guillaume Hain, McDonald’s senior marketing director, shared a Volvo commercial on X (formerly Twitter), highlighting the safety features of the company’s latest offering, the EX90. The three-minute, 46-second ad, shot by Oscar-winning cinematographer Hoyte van Hoytema — known for his work on Christopher Nolan films such as Oppenheimer and Interstellar — immediately drew comparison consumers. attracted
“Volvo posted a 3 minute and 46 second ad on Instagram, shot by Hoyte Van Hoytema, cinematographer of Interstellar and Oppenheimer. It goes against every rule you can think of as a social lead. The length, the format, the more produced. Commenting on the bottom of each ad said that it immediately put (the brand) in their mind.
The ad emphasized Volvo’s commitment to the development of safety, reliability and family-friendly vehicles. It was widely praised for its “pro-family” messaging, praising its focus on consumer “safety, family, and connection.”
“I happily sat through about four minutes of the commercial and felt totally fine with it. Someone deserves a promotion,” said one user, while another added: “Jaguar brand designers are just touching the air.” are.”
A third commented: “I hope Jaguar takes notice…though really, this is great.”
Volvo posted a 3 minute and 46 second ad on Instagram, shot by Interstellar and Oppenheimer cinematographer Hoyte Van Hoytema.
It goes against every single principle you can think of as social superiority. Length format high output.
Every comment under the ad said… pic.twitter.com/wkmghuP4ye
— Guillaume Huin (@HuinGuillaume) November 21, 2024
Read this also As automaker Jaguar has rebranded itself with a new logo, netizens are not impressed.
Jaguar is facing a backlash.
In contrast, according to social media users, Jaguar took the ‘whack’ route. The luxury automaker unveiled a new minimalist logo and designed a marketing ad featuring a diverse cast of models dressed in bold, techno-inspired outfits, showcasing the brand’s seemingly modern aesthetic.
However, surprisingly none of Jaguar’s iconic luxury vehicles were showcased at the launch, much to the surprise of internet users. Among other social media users, billionaire Elon Musk poked fun at Jaguar’s new ad that lacks vehicles. He posted, “Do you sell cars?”
Do not copy anything. #Jaguar pic.twitter.com/BfVhc3l09B
— Jaguar (@Jaguar) November 19, 2024
As of last update, the new Jaguar ad had been viewed by nearly 160 million people on X and the majority of users were either confused or negative about the company’s offering. Notably, the ad and rebrand are part of Jaguar’s shift towards an electric vehicle (EV) future. By 2025, Jaguar aims to offer a fully electrified model range, with plans to phase out internal combustion engines.
