“Jaguar brand designers must be celebrating right now,” one commentator remarked
Volvo is earning praise for its recent “pro-life” ad, as fellow luxury car brand Jaguar faces backlash over its rebrand, which critics have labeled as “woke.”
The nearly four-minute ad for Volvo’s new all-electric SUV, the EX90, portrays a man discovering he’s going to be a father and envisioning his family’s future. It highlights the vehicle’s advanced safety features designed to protect his family.
“Designed to be the safest Volvo car ever made,” the ad concludes. “For life.”
Originally released in September, the ad resurfaced on social media this week, drawing praise from commentators who contrasted its message with Jaguar’s new “Copy Nothing” campaign.
“While Jaguar goes woke, Volvo celebrates life. I’d much rather own a Volvo than a Jaguar,” one conservative account commented.
“Volvo responds to Jaguar’s insane ad by creating the most beautiful ad I’ve ever seen. Enjoy,” wrote The Loopcast podcast host Tom Pogasic of CatholicVote.
“You’ll notice smart advertisers are starting to read the room on the cultural shift. Jaguar opted for a libertine deconstruction of the past and missed. Volvo, however, hit a home run with wholesomeness and affirming sacred duties,” observed Christian author Paul Anleitner.
“Jaguar is focusing on DEI, gender-bending, and telling their consumers they’re ‘deleting ordinary.’ Volvo leans into the ordinary—the beauty of authenticity and universality. Woke ideas and fabricated identities aren’t. I usually hate ads, but there’s something meaningful here,” conservative commentator Amala Ekpunobi remarked.
Guillaume Huin, McDonald’s senior marketing director, praised the Volvo ad for its cinematography and emotional impact.
“Volvo posted a 3-minute, 46-second ad on Instagram, shot by Hoyte Van Hoytema, the cinematographer behind Interstellar and Oppenheimer. It defies every conventional social media rule—length, format, and high production value. Yet, every comment under the ad said it instantly put Volvo on their consideration list. It’s absolutely fantastic,” he wrote on X.
Designer and software engineer Mike Rundle joked, “Jaguar brand designers punching the air right now.”
Jaguar faced backlash after releasing a promotional video on its X account introducing its reimagined logo under the slogan “Copy Nothing.”
The 30-second ad featured androgynous models in bold, colorful outfits—one man wearing a dress—and highlighted slogans like “create exuberant,” “live vivid,” “delete ordinary,” and “break moulds.” Notably, the ad didn’t include a car at any point.
Jaguar stood by its recent rebrand despite facing backlash.
“Our brand relaunch for Jaguar is a bold and imaginative reinvention, and as expected, it has sparked attention and debate,” the company said in a statement to a known news media outlet.
“As proud stewards of Jaguar at this pivotal moment in its history, we have preserved iconic symbols while making a dramatic leap forward. This brand reveal is just the beginning of an exciting new era, and we look forward to sharing more about Jaguar’s transformation in the coming days and weeks.”
