Volvo and Jaguar, two iconic car brands, are making headlines for their radically different advertising approaches. One has captured hearts and inspired praise, while the other has sparked widespread ridicule and accusations of losing its way.
Volvo’s latest ad, shot by renowned cinematographer Hoyte Van Hoytema (Interstellar, Oppenheimer), is being celebrated as a masterclass in storytelling. The three-minute video, showcasing the new EX90 electric SUV, tells a heartwarming story of a man discovering he’s about to become a father. With stunning visuals and a poignant narrative, the ad emphasizes Volvo’s commitment to family, safety, and timeless values. Its tagline, “Designed to be the safest Volvo car ever made. For life,” perfectly encapsulates its pro-family message.
While Jaguar recent rebranding pushes debauchery, Volvo just delivered the most moving, pro-family, pro-life car ad ever made.
This isn’t just a car commercial—it’s a message our generation needs to hear:
YES—it’s hard. YES—it’s scary. But YOU can do it. And it’s WORTH it.… pic.twitter.com/paOXVObnUi
— Christopher Vandaele (@cvdldb) November 23, 2024
The ad has struck a chord with viewers, many of whom praised it for breaking away from typical automotive tropes. Conservative commentator Amala Ekpunobi called it a refreshing reminder of what truly matters, while others applauded its emotional depth. Even industry insiders, like McDonald’s Senior Marketing Director, commended Volvo for creating a campaign that feels both genuine and impactful. It’s a rare ad that manages to sell a car while also touching hearts.
In sharp contrast, Jaguar’s latest rebranding campaign has been met with mockery and confusion. The campaign, meant to showcase “exuberant modernism,” features a commercial devoid of vehicles, focusing instead on people in flamboyant outfits smashing things with sledgehammers and painting over camera lenses. The new logo, which removes the iconic jaguar graphic, has also been panned for stripping away the brand’s identity.
Copy nothing. #Jaguar pic.twitter.com/BfVhc3l09B
— Jaguar (@Jaguar) November 19, 2024
Social media users have savaged Jaguar’s approach, questioning its connection to the brand’s legacy. Tesla founder Elon Musk sarcastically asked, “Do you sell cars?” Critics argue that Jaguar’s campaign abandons its core DNA in a misguided attempt to attract a younger, trendier audience. Even Jaguar’s managing director, Rawdon Glover, admitted disappointment at the backlash, blaming it on a “blaze of intolerance” while defending the campaign’s intentions.
The juxtaposition between Volvo’s and Jaguar’s approaches couldn’t be starker. Volvo’s ad leans into authenticity and timeless values, resonating deeply with audiences. Jaguar’s campaign, by contrast, has been derided as out-of-touch and unrecognizable.
Volvo’s success proves that staying true to core principles and delivering a meaningful message can elevate a brand, while Jaguar’s misstep serves as a cautionary tale of what happens when a brand strays too far from its roots.
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