By Steven Symes 
After Jaguar launched a disastrous complete rebranding campaign last year, it has finally dumped the ad agency behind it. We’re honestly surprised this didn’t happen sooner after the storied British luxury brand was mercilessly mocked for what many found to be a bizarre, “woke” ad campaign.
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Two reports, one from Daily Mail, another from The Telegraph, claim Jaguar is in fact getting ready to dump its current ad agency despite a contract lasting into next year.
In case you don’t recall, the original rebranding was initially unveiled in November 2024 ahead of the new concept Jaguar being revealed in December. The initial shock of the marketing materials put out by the automaker was quickly followed by open mockery as the company encouraged people to “delete ordinary” and “live vivid.”
It was a stark and intentional departure from Jaguar’s legacy of a being appealing to a man’s man. Gone was the iconic “growler” Jaguar badge that’s one of the most recognized in the entire auto industry, replaced by a modern, stylized “J” and “L.”
Walking to the beat of a very odd drummer in an effort to stand out in the market hasn’t worked out well for Jaguar. People aren’t clamoring to buy one of the yet-to-be-revealed all-electric cars after seeing the weird concept and there are reports used Jag values have even taken a dip after the new marketing campaign.
Instead of just admitting it made a mistake, Jaguar has decided to try playing innocent, insisting to Daily Mail that its ad agency has a contract into 2026 and that the backlash from the new marketing campaign “shows just how much of an emotional attachment Jaguar has with so many people.”
There, you probably thought management at Jaguar Land Rover and parent company Tata learned something from the debacle. Instead, they’re trying to spin it as some sort of victory. In the current climate, people are tired of that kind of marketing subterfuge from companies, preferring real, sometimes difficult communications instead.
Jaguar could help turn its image around in a flash if it just owned its mistake, pledged to do better, and then made cool cars that appeal to manly, sophisticated men again. We’re not sure if this means the automaker will double down on the ridiculous trajectory it’s been on, but it sure doesn’t seem penitent about it.
Images via Jaguar Land Rover