The automotive industry is no stranger to bold marketing moves, but recent campaigns from two legacy brands — Volvo and Jaguar — have sparked a cultural conversation.
Volvo’s emotionally charged "EX90 – For Life" ad has been widely praised for its heartfelt storytelling and family-first message.
On the other hand, Jaguar’s avant-garde "Copy Nothing" campaign faced sharp criticism, with some labeling it as “out of touch.”
Earlier this week, Jaguar launched its rebranding effort with a sleek, 30-second video that introduced a modern sans-serif logo and abandoned its iconic big-cat emblem.
Copy nothing. #Jaguarpic.twitter.com/BfVhc3l09B
— Jaguar (@Jaguar) November 19, 2024
The ad featured androgynous models in vibrant outfits and slogans like "delete ordinary" and "break moulds."
Notably, the campaign excluded any footage of Jaguar’s vehicles, which is expected to come no later than December 2 during Miami Art Week.
While the commercial garnered over 160 million views on social media, the response was polarizing, with critics accusing the brand of prioritizing style over substance, likening its rebrand to other high-profile corporate missteps labeled as "woke."
Meanwhile, Volvo’s EX90 ad, which first aired in September 2024, resurfaced online and is being hailed as a "pro-life" response to the cultural divide represented by Jaguar’s campaign.
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The nearly four-minute film, shot by Oscar-nominated cinematographer Hoyte Van Hoytema, depicts a father imagining his child's future and the role Volvo’s cutting-edge safety technology plays in protecting that future.
The brand film emphasizes Volvo's commitment to safeguarding families, resonating deeply with audiences who appreciate security and family values.
As a result, the spot has been widely praised for its authenticity and emotional resonance, striking a chord with viewers across the political spectrum.
Guillaume Huin, senior marketing director at McDonald’s, shared his admiration for the campaign’s boldness in a post on X.
Volvo posted a 3 min and 46 second ad on Instagram, shot by Hoyte Van Hoytema, the cinematographer of Interstellar and Oppenheimer.
— Guillaume Huin (@HuinGuillaume) November 21, 2024
It goes against every single rule you can think about as a social lead. Length. Format. Over-produced.
Every comment under the ad said it… pic.twitter.com/wkmghuP4ye
Volvo's ad aligns with a broader trend of brands focusing on core values and emotional storytelling rather than chasing the latest cultural or political trends.
The overwhelming praise for Volvo’s EX90 ad demonstrates a growing preference for genuine, pro-family messages that resonate with viewers on a personal level.
On the other hand, Jaguar's attempt to reinvent itself through a modern, "progressive" lens, developed with the help of its in-house design team, has been polarizing at best.
This highlights the risks brands face when attempting to engage with politically charged topics without the backing of a solid, unifying message or the input of branding experts.
The Future of Brand Storytelling
Volvo’s success and Jaguar’s polarizing response reflect two sides of the same coin: the challenge of balancing authenticity with innovation.
Brands today face increasing pressure to connect with diverse, evolving audiences while staying true to their roots.
In a cultural landscape that increasingly values both tradition and reinvention, the most compelling campaigns may be those that find a way to honor both, just like Motorola.
With the help of OpenAI's Sora and nine other AI tools, Motorola launched "Styled by Moto" back in July, featuring runway models wearing elaborate outfits.
With the ensembles designed to look like the iconic Motorola logo, in hues that showcase the new colors of its Razr 50 and Razr 50 Ultra, the campaign was well-received.
That could be partially attributed to how the AI-generated spot matched well with a telecommunications company promoting its new line of phones equipped with AI tools, as well as the fact that it is combined with influencer marketing that humanizes the campaign.
As brands continuously strive to balance innovation with consumer expectations, some succeed, and some do not.
Other than Jaguar, Coca-Cola also faced criticism, but in this case, it was because of generative AI in its iconic "Holidays Are Coming" campaign.
Similarly, Toys "R" Us encountered backlash for using OpenAI to fully create its brand film.
