Logo Change Jab: As Jaguar Decides To 'Copy Nothing', Nothing Has Decided To 'Copy Jaguar'

Nothing took a playful jab at Jaguar's logo change and new slogan with a hilarious tweak.

Carl Pei's Nothing, the consumer tech brand, has taken a lighthearted jab at Jaguar’s recent rebranding, poking fun at the automaker’s new logo and tagline, “Copy Nothing.”

In a witty move on X (formerly Twitter), Nothing updated its logo to resemble Jaguar’s sleek new design and cheekily changed its bio to read “Copy Jaguar.” The playful response has added a fresh twist to the ongoing debate surrounding Jaguar’s creative campaign.

Jaguar’s rebranding, which introduces a minimalist logo and an abstract marketing campaign, has garnered mixed reactions online. The campaign’s centerpiece, a 30-second ad titled Copy Nothing, features avant-garde visuals of models in high-fashion poses, set against artistic backdrops.

The ad’s cryptic slogans, such as “Create Exuberant” and “Live Vivid,” aim to capture attention but have left many viewers scratching their heads. Notably absent from the campaign is any actual depiction of a Jaguar vehicle — a decision that has drawn criticism from fans and industry insiders who question the relevance of the brand’s new direction.

Elon Musk Responds To Jaguar's New Mantra

Elon Musk, owner of X, added fuel to the fire with a blunt comment on the ad: “Do you sell cars?” His remark highlighted a sentiment echoed by many online—that Jaguar’s campaign feels disconnected from its core identity as an automotive brand. In response, Jaguar replied with a touch of humour, inviting Musk for a meeting in Miami on December 2nd, signing off with “Warmest regards.”

Nothing’s clever parody has turned heads, positioning itself as a bold commentator on the campaign. By imitating Jaguar’s new look and flipping its tagline, Nothing not only poked fun at the automaker but also directed attention to its own brand, capitalizing on the conversation.

While some admire Jaguar’s daring approach to rebranding, others remain sceptical about whether the campaign resonates with car enthusiasts or strengthens the brand’s identity. For many, the lack of cars in the ad has raised questions about whether this creative direction aligns with Jaguar’s heritage as a luxury vehicle manufacturer. As the debate continues to swirl, it’s clear that both Jaguar and Nothing have managed to keep audiences talking.

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