Jaguar cuts ties with the agency responsible for controversial rebranding after backlash (Instagram @jaguar)
Jaguar Land Rover is set to end its partnership with the agency behind the brand’s controversial rebranding, which featured a campaign with vibrant aesthetics, runway models, and a pink concept car.
Launched with the goal of attracting attention and sparking online debate, the campaign was widely criticized by the public, accused of straying from the brand’s traditional identity. The new logo and slogans like “live the vivid” and “delete the ordinary” were also poorly received on social media, generating comments of disappointment and disbelief.
Despite the negative reaction, Jaguar defended the proposal, stating that the impact generated proves the emotional connection the brand has with its audience. However, the company is now reviewing its advertising account with Accenture Song, which remains the contracted agency until 2026. A spokesperson stated that the plan was always to create buzz and that the partnership with the agency had been positive until now.
This transformation is part of a broader strategic shift: Jaguar is ending production of its main combustion models and plans to relaunch in 2026 as an all-electric brand. Only the F-Pace will continue to be sold, outside of the UK.
In this way, the automaker is investing in new concepts and designs to mark this new phase focused on luxury, zero-emission vehicles.
Source: The Sun | Photo: Instagram @jaguar | This content was created with the help of AI and reviewed by the editorial team
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