When creativity misses the mark: What brands can learn from Jaquar’s advertising missteps

When Elon Musk takes aim at your advertising strategy, it’s safe to assume your campaign has stirred the pot—just perhaps not in the way you intended. Musk’s wry observation about Jaguar’s latest campaign—"Do you sell cars?"—summed up the bewilderment of many who watched the glossy ad.

Released on 19 November, the luxury car company’s video featured bold colours, diverse models, and artistic flair but failed to showcase one key element: cars.

Harsh Goenka, chairman of the RPG Group, wasn’t far behind in questioning the automaker’s strategy. "Jaguar’s new ad feels more like an art film than a car commercial,” Goenka wrote on X (formerly Twitter). “Distinctive, sure. Effective? That’s the real question.”

Adding to the fray, Musk also resurrected a decade-old fake ad for Aston Martin. This digitally doctored piece, which borrowed imagery from Playboy magazine, advertised pre-owned vehicles with a provocative tagline: ‘You know you’re not the first, but do you really care?’

The ad’s misspelling of ‘pre-owned’ as ‘pre-owed’ was a dead giveaway. But its resurgence reignited debates about boundaries in advertising.

These two incidents highlight an enduring dilemma for advertisers: how far is too far when it comes to creativity? At what point does boldness overshadow clarity?

When imagination outruns intention

In advertising, creativity is currency, but even the richest ideas can bankrupt a brand’s message when mishandled. Jaguar’s campaign is a textbook case of this.

The visuals were striking and the tagline, ‘Copy Nothing’, was intriguing. However, as Goenka pointed out, the ad felt more like a high-fashion showcase than a promotion for luxury cars.

Jaguar’s new ad feels more like an art film than a car commercial—diverse actors, bold colors, and zero cars. ‘Copy nothing’—what does that even mean? Distinctive, sure. Effective? That’s the real question. pic.twitter.com/nVjauUUVuQ

— Harsh Goenka (@hvgoenka) November 23, 2024

Musk’s jab encapsulated the fundamental issue: if audiences are left wondering what you’re selling, your campaign has missed the mark. Advertising exists to connect with consumers and, ultimately, to drive sales. When artistic ambition eclipses these goals, even the most visually stunning campaigns can fall flat.

Creativity versus authenticity: The tug-of-war

This brings us to the central tension in modern advertising: the battle between authentic storytelling and the urge to shock, dazzle, or provoke. It’s not an either/or situation—when done right, creativity and authenticity can coexist beautifully. But achieving this balance is no small feat.

Take Lego’s ‘Technic Bugatti Chiron’ campaign as an example of a brand that got it absolutely right. By constructing a life-sized, functional car out of LEGO bricks, they didn’t just advertise their product—they embodied their brand’s promise: ‘If you can imagine it, you can build it’. The campaign was bold but never strayed from its core message.

Similarly, Formula 1’s collaboration with Netflix for ‘Drive to survive’ redefined sports marketing. At a time when viewership was flagging, F1 chose to focus not on races but on the human drama behind them. This authentic storytelling approach paid off spectacularly, bringing in 73 million new fans globally and increasing viewership by 40% by 2021.

Compare these successes with Jaguar’s recent effort, and the difference is stark. Lego and F1 used creativity to reinforce their brands’ core values. Jaguar, in contrast, seemed to lose the plot—or, more accurately, the product.

The art of drawing the line

So, how can advertisers strike the right balance? The answer lies in aligning creativity with purpose. Every element of a campaign—no matter how innovative—should serve to clarify, not obscure, the brand’s message.

A useful litmus test for advertisers is to ask:

1. Does this ad make the product or service more desirable?
2. Does it enhance the audience’s understanding of the brand?
3. If stripped of its creative flourishes, does the core message still resonate?

For Jaguar, a little introspection might have gone a long way.

Imagine a campaign that combined their bold visuals with compelling imagery of their vehicles—highlighting, for example, how their designs complement modern luxury lifestyles. Instead of alienating audiences, this approach could have amplified their message.

Lessons from campaigns that misfired

It’s not just Jaguar and Aston Martin that offer cautionary tales. The advertising world is littered with examples of campaigns that prioritised provocation over substance. A recurring problem is the tendency to ‘borrow’ edgy or controversial themes without considering the consequences.

Take the fake Aston Martin ad. Though inauthentic, it sparked discussion about the risks of sensationalism. In today’s world, where brands face relentless scrutiny, any misstep can quickly escalate into a PR crisis.

With audiences more vocal and vigilant than ever, advertisers must tread carefully, particularly when dealing with sensitive or divisive topics. A miscalculation can alienate key demographics, spark boycotts, or worse, irreparably damage a brand’s reputation.

To mitigate these risks, agencies should:

1. Embrace diverse perspectives: Building teams with varied cultural, gender, and socio-economic backgrounds can help identify potential pitfalls early.
2. Test campaigns rigorously: Pre-launch focus groups and small-scale rollouts can provide valuable insights into how a campaign might be received.
3. Prepare for backlash: Even the most well-intentioned campaigns can backfire. Having a robust crisis management plan is essential.

The global-local balancing act

The stakes are even higher for global brands trying to resonate with local audiences. A successful localisation strategy requires a deep understanding of cultural nuances—something that’s easier said than done.

McDonald’s is often held up as a gold standard in this regard. While its core brand remains consistent worldwide, the fast-food giant adapts its menu and marketing to suit local tastes. From the McAloo Tikki in India to Teriyaki Burgers in Japan, McDonald’s shows how cultural sensitivity can enhance a brand’s appeal.

But localisation is a double-edged sword. When mishandled, it can dilute the brand’s identity or, worse, cause offence. The key is to strike a balance between maintaining a brand’s global essence and tailoring it to local markets.

The advertising missteps of Jaguar and Aston Martin underscore a critical lesson: creativity is a means to an end, not the end itself. Bold ideas and stunning visuals can elevate a campaign, but only when they reinforce the brand’s story and connect with its audience.

As the industry evolves, advertisers must resist the temptation to chase viral moments at the expense of clarity and relevance. In a world where consumers are bombarded with content, the most impactful campaigns will be those that balance creativity with authenticity, boldness with sensitivity, and global ambitions with local insights.

And for any brand tempted to emulate Jaguar’s approach, remember Musk’s sage advice: make sure your audience knows what you’re selling.

- Rahul Mandal, marketing director, Branding Area.