Car ad breaks the internet
Jaguar launched a colourful new ad this week, and it’s sent everyone into a spin.
The classic car company wanted to rebrand itself as an all-electric automaker and has created a new logo and teaser ad, which have caused outrage online.
Why?
It seems to be down to two things: that it doesn’t have an actual car in it, and that it's trying too hard to attract a young, modern audience – because it’s full of models with asymmetric haircuts, dancing; at least one man is in a dress.
As such many people are writing this off as one of the most disastrous rebrands of the decade – although by the end of the week others are wondering whether it’s all an elaborate hoax and that the real rebrand will be launched next week.
This is the new logo:
If it’s a hoax, then it’s super clever; if not then it’s just a bit of a naff looking ad to me. It’s not exactly groundbreaking or cool. The logo looks like something you might see in a spa hotel. But I totally get that Jaguar needs to update things if it wants to shake off its driving gloves, cigars and gin image. (Even though those people are the ones with the money to buy £100k Jags.)
So I don’t mind all this. What I mind even less is that the lack of actual car in the ad itself.
Anyone whose watched a John Lewis Christmas ad (not this year’s though!) shouldn’t need the smelling salts passing whenever they see an ad without the physical product in it. These days most of us can cope with more sophisticated and subtle messages that engage us in the bigger picture - the values and ethos of a company for example.
Especially if its selling something very high-end to a very small number of people
There are apparently just 2.5 million luxury car buyers in the world so Jaguar can afford to be a bit ‘out there’. It’s not selling cans of Coke so it doesn’t need to be so literal:
It can afford to invite people into the 'brand' or 'world' of Jaguar because they know their customers aren't just buying the wheels and chassis, they're buying into a concept, an aspiration, a lifestyle.
They also know that the person watching the ad doesn't necessarily have an urgent need to buy the product there and then - they're not thirsty, they don't need a Coke. This is altogether different.
As different as financial planning
Luxury buyers don’t just want a car — they want what it represents: success, style, a statement. Financial planning clients aren’t just looking for ISAs or SIPPs; they’re looking for peace of mind, independence, and the freedom to live life on their terms.
So don't be afraid to be as bold as Jaguar when it comes to your marketing.
Standing out in a profession that often feels traditional and reserved can help you build stronger connections with modern clients. Whether it’s a more vibrant visual identity, a podcast that challenges norms, or storytelling that reflects real-life aspirations, dare to be memorable.
Shameless plug
For more on the theme of marketing to a high networth audience, check out this article I wrote for Money Marketing back in 2021 'Why marketing for advisers is a whole different beast'.
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