At a time when Jaguar is facing immense criticism for its rebranding campaign, another legacy automotive company, Volvo is getting all the praise for its ‘family-values’ ad that remains true to the brand’s roots. Is. Following the Jaguar debacle, McDonald’s senior marketing director, Guillaume Hahn, shared a Volvo ad on X (formerly Twitter) highlighting the safety features of the company’s recent offering, the EX90. The three-minute, 46-second ad was shot by Oscar-winning cinematographer, Hoyte Van Hoytema – best known for his work on Christopher Nolan’s films. oppenheimer And interstellarImmediately attracted users who made comparisons.
“Volvo posted a 3-minute and 46-second ad on Instagram, which was shot by cinematographer Hoyte Van Hoytema of Interstellar and Oppenheimer. It goes against every single rule you can think of as a social stewardship “The length. Over-produced. It put (the brand) in the spotlight,” Huin wrote.
The advertisement emphasized Volvo’s commitment to safety, reliability and the development of family-friendly vehicles. It was widely praised for its “pro-family” message and users appreciated its focus on “safety, family, and connection.”
One user said, “I willingly sat down to watch about a four-minute ad and I felt absolutely fine in it. Someone deserves a promotion,” while another said: “The designers of the Jaguar brand are spinning on air right now “
A third commented: “I hope Jaguar takes notes…although, really, this is excellent.”
Volvo posted a 3-minute and 46-second ad on Instagram, which was shot by cinematographer Hoyte Van Hoytema of Interstellar and Oppenheimer.
This goes against every rule you can think of as social leadership. Length. Format. Overproduced.
Every comment under the ad says… pic.twitter.com/wkmghuP4ye
– Guillaume Huin (@HuinGuillaume) 21 November 2024
Read this also Netizens unhappy as automaker Jaguar rebrands itself with new logo
Jaguar faces backlash
In contrast, Jaguar took the ‘woke’ route, according to social media users. The luxury carmaker unveiled a new minimalist logo and designed a marketing ad featuring a variety of models wearing bold, tech-inspired outfits, showcasing the brand’s modern aesthetic.
However, the launch surprisingly did not feature any of Jaguar’s iconic luxury vehicles, leaving internet users perplexed. Billionaire Elon Musk, among other social media users, also mocked Jaguar’s new ad for its lack of cars. He posted, “Do you sell cars?”
Don’t copy anything. #jaguar pic.twitter.com/BfVhc3l09B
– Jaguar (@jaguar) 19 November 2024
As of last update, the new Jaguar ad had been viewed by approximately 160 million people on X, with the majority of users being either confused or negative about the company’s offering. Specifically, the advertising and rebrand are part of Jaguar’s shift toward an electric vehicle (EV) future. By 2025, Jaguar aims to introduce a fully electrified model range with plans to phase out internal combustion engines.
