Jaguar's new campaign aims to resurrect interest in the brand, featuring a bold, diverse aesthetic, but lacks focus on actual vehicles and sales.
Managing director Rawdon Glove acknowledged the need for a fearless approach, admitting, 'To bring back such a globally renowned brand, we had to be fearless.'
Despite the ambitious campaign, Jaguar's sales continue to plummet, with 67,000 units sold in 2024, highlighting the challenge in reviving the brand.
With Jaguar's new EV lineup expected in 2026, the brand's chief creative officer defends the campaign, stating it represents a 'complete reset' for the company.
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