Pro-family Volvo Shines while Jaguar rebrand faces backlash

Pro-family Volvo Shines while Jaguar rebrand faces backlash

Elon Musk mocks Jaguar’s ‘woke’ ad. Also Forbes says: British luxury vehicle company Jaguar has defended itself against backlash from internet users over its rebranding—including a new logo in a colorful new advertisement—with both fans and anti-“woke” critics ripping the ad’s diversity. Jaguar posted the new advertisement to its social media accounts Tuesday, featuring a diverse group of models in brightly colored outfits as messages like “live vivid” and “delete ordinary” appear onscreen, accompanied with the caption: “Copy nothing.”

The advertisement, and new profile pictures across Jaguar’s social media accounts, unveil a new logo with a different, more simplistic fontthat contains both capital and lowercase letters and a revamped Jaguar “leaper” image.

The ad sparked immediate blowback online: nearly all the top-liked Instagram comments on Jaguar’s post are critical, with the top comment, liked more than 13,000 times, claiming the company “killed a British icon.”

In a press release, Jaguar said the advertisement marks the “reveal of a completely reimagined brand” focused on artistic expression, stating the “next stage in the transformation of Jaguar” will be revealed Dec. 2 at Miami Art Week.
Jaguar also posted another image to social media Wednesday night, teasing what appears to be an upcoming electric car model, though it was similarly met with critical reactions online.

While Fox News mentions that: uto brand Volvo is being celebrated for its recent "pro-life" ad after fellow luxury car brand Jaguar caused a social media firestorm this week with its rebrand that critics dubbed "woke."
The nearly four-minute long ad for Volvo's new fully electric SUV, the EX90, depicts a man learning he is going to be a father and imagining his family's future. The ad then powerfully shows off the car's safety features that protected his family.
"Designed to be the safest Volvo car ever made," the ad says. "For life."
The ad was released in September, but resurfaced on social media this week. Several commentators praised the ad and contrasted it to the messaging in Jaguar's new "Copy Nothing" ad

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