Jaguar Land Rover South Africa recently announced a shift in its creative agency partnership. It is a move that, while officially linked to the global rebrand under the unified JLR identity, has been shaped by much more than visual refresh.

At the centre of the conversation is the now-discontinued “Copy Nothing” campaign, an attempt to reposition Jaguar as daring, disruptive, and culturally current. But the campaign landed poorly with audiences and peers alike, drawing criticism for both its creative direction and, later, its resemblance to an award-winning Lays campaign by TBWA.

Jaguar’s heritage has always stood for precision, prestige, and quiet power. The tone of the “Copy Nothing” campaign, intentionally defiant and abrasive, marked a stark departure from the refined elegance long associated with the marque.

Jaguar’s Managing Director, Rawdon Glover, admitted that the campaign was lost in a “blaze of intolerance” on social media. In other words, the message misfired, and instead of re-examining the strategy, the brand’s defence suggested a deeper disconnect with its audience.

This moment reveals an all-too-common tension between pushing boundaries and honouring brand DNA. The best creative work doesn’t just disrupt; it aligns.

This isn’t about blame. It’s about the lessons we can all draw from creative misalignment:

• Agencies must remain grounded in a brand’s truth, even while seeking to reimagine it.

• Brands must trust their agencies, but also create space for honest, values-led creative discussion.

• And together, both must remember that disruption for disruption’s sake rarely lands without empathy or context.
  

As JLR now seeks a new agency partner in South Africa, the opportunity is wide open for those who can blend strategic rigour, creative bravery, and a genuine understanding of the brand and its audience.

At Findingmyagency.com, we help make those partnerships happen, connecting brands with agencies that don’t just create standout work but ensure it stands up to the brief, the context, and the customer.

If you’re an agency ready to lead with substance, originality, and care, make sure you’re listed. If you’re a brand seeking an aligned, accountable partner, let us help you find the right fit.