Berlin-based creative music agency IMAGINE launched “The Sound Of” series a month early, a new project that explores the intersection of sound and brand identity, in response to the backlash surrounding Jaguar's recent visual rebrand.
The debut episode offers a fresh auditory experience that complements the auto brand’s “Copy Nothing” campaign by transforming Jaguar’s iconic roar into a never-before-heard futuristic sonic logo.
IMAGINE’s work aims to align with Jaguar's push toward innovation, offering a fresh take on the brand's legacy while tapping into new audiences.
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IMAGINE Creative Lead Shai Caleb Hirschson emphasized the transformative power of music and sound in a statement:
“These emotional connectors transcend age, race, and belief, cutting across cultures to evoke a universal response. Our mission is simple: make the world sound better. To do that, we push every boundary, ensuring creativity is led by the most powerful cultural marketing asset — MUSIC.”
While the automaker's recent visual rebrand introducing a "New Era" sparked backlash, IMAGINE's sonic take mirrored Jaguar's message of continued evolution that aims to "delete ordinary."
IMAGINE’s approach underscores the growing importance of sound in shaping brand identity.
Creative agencies likewise have a pivotal role in how they help differentiate brands while ensuring they stay relevant to modern society.
IMAGINE's Take on the Sound of Jaguar
The 40-second spot, available on IMAGINE's social media platforms, opens with the Jaguar logo and showcases visuals and copy reminiscent of Jaguar's "Copy Nothing" campaign.
A robotic voice suggests reimagining Jaguar's sonic identity to reflect the boldness of its rebranding, "purposefully avoiding the predictable tropes of the automotive world."
"Instead, we let pure, unfiltered creativity take the wheel. No limits, no rules," the narrator continues, responding directly to the backlash Jaguar received.
Awful, awful ad. Is this supposed to rescue your tarnished brand?
— Frederick Wolfe (@fwolfe65) November 19, 2024
While the brand received mostly negative reviews for its rebranding, with many focusing on the fact that no cars were featured in the brand film, IMAGINE decided to take its side "for all the right reasons."
“The Sound Of” series will officially launch in December, featuring an 8-episode exploration of sonic branding.
While Jaguar's "Copy Nothing" campaign has garnered attention for its bold approach, it also sparked comparisons to a Volvo ad from a few months earlier.
