Volvo has taken a commanding lead in the ongoing discussion about brand messaging, earning praise for its recent “pro-life” ad, while fellow luxury car brand Jaguar faces backlash for its controversial rebrand. Volvo’s ad for the all-electric SUV, EX90, showcases a father-to-be imagining his future with his family, emphasizing the car’s safety features designed to protect loved ones. The juxtaposition of these two ads has sparked lively debates online, drawing attention to the contrasting values presented by each brand.

Volvo’s “Pro-Life” Ad: A Heartfelt Message

Released in September, Volvo’s nearly four-minute ad has resurfaced and is now being hailed for its message of family safety. The commercial portrays a man discovering that he is about to become a father. He envisions a future filled with milestones and responsibilities, all while highlighting the advanced safety features of the Volvo EX90 designed to protect his family for life. The ad’s tagline, “For life,” perfectly encapsulates its focus on family, protection, and future generations.

In a week when the ad resurfaced on social media, it garnered praise from many viewers, particularly those who contrasted it with Jaguar’s recent rebranding. One commentator remarked, “While Jaguar goes woke, Volvo celebrates life. I’d much rather own a Volvo than a Jaguar.”

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A Stark Contrast to Jaguar’s “Woke” Rebrand

In stark contrast to Volvo’s wholesome messaging, Jaguar’s new ad campaign has generated considerable controversy. The car manufacturer released a 30-second promotional video featuring androgynous models in bold, colorful outfits, one of whom was seen wearing a dress. The video did not feature a single car but instead showcased slogans like “create exuberant,” “live vivid,” and “delete ordinary.” The message seemed to push boundaries, focusing on diversity, equity, and inclusion (DEI), and challenging traditional concepts of gender and identity.

Critics of Jaguar’s new direction were quick to voice their concerns. One user remarked, “Jaguar is focusing on DEI, gender-bending, and telling their consumers they’re ‘deleting ordinary,’” before contrasting it with Volvo’s more grounded approach, which emphasizes the beauty of authenticity. “Volvo leans into the ordinary—the beauty of authenticity and universality. Woke ideas and fabricated identities aren’t.”

Industry Experts Weigh In on the Ad Wars

Industry professionals have also joined the conversation. Guillaume Huin, McDonald’s senior marketing director, commended Volvo’s ad for its emotional depth and impressive cinematography. He noted, “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.”

Meanwhile, design and technology expert Mike Rundle joked, “Jaguar brand designers punching the air right now,” highlighting how Volvo’s ad struck a chord with viewers in a way Jaguar’s more experimental ad did not.

Jaguar’s Rebrand Faces Criticism

Despite the backlash, Jaguar has stood by its bold rebranding efforts. The company described its relaunch as a “bold and imaginative reinvention” and acknowledged that the ad sparked attention and debate. “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. Jaguar also emphasized its commitment to preserving iconic symbols while making a dramatic leap forward.

The Ongoing Debate: Which Brand Got It Right?

The ongoing debate between Volvo’s wholesome and family-centric messaging and Jaguar’s provocative rebranding underscores the evolving cultural dynamics in the advertising industry. While Volvo’s focus on family and safety resonates with those who value tradition and authenticity, Jaguar’s attempt to break from the past through gender and identity experimentation has divided opinions.

As brands strive to stay relevant in an increasingly polarized world, Volvo’s ad serves as a reminder that sometimes embracing the simple, timeless values of family and safety can make the biggest impact, while Jaguar’s efforts may appeal to a different demographic but alienate others in the process. Whether these contrasting strategies will influence car buyers in the long run remains to be seen, but for now, Volvo appears to have won the ad war.