A bizarre new ad for car brand Jaguar has been widely derided by social media users as “woke” and “outdated”.
The venerable British brand, now owned by Indian multinational Tata Group as part of Jaguar Land Rover Automotive, shared a 30-second clip. social media It was posted on Tuesday with the caption, “Don't copy anything.”
The ad, which features similarly bold taglines such as “Create Vitality,” “Live Vibrant,” and “Remove Mediocrity,” is notable for its lack of an actual Jaguar.
Instead, they opted for something more akin to a Paris fashion show, with a group of mixed-race, gender-ambiguous catwalk models strutting and posing on abstract sets in brightly colored outfits. It is characterized by the presence of
The clip has been viewed more than 6.6 million times on X, prompting backlash from many viewers.
“Do you sell cars?” wrote Tesla CEO Elon Musk.
“Edgy. Will the car sell?” asked another user.
“Um, where is the car in this ad?” Is this for fashion? ” said a third.
Jaguar's X account replied, “Please consider this a statement of intent.”
Jagger responded to a similar post, writing, “The story is unfolding. Stay tuned.”
Another X user said: “What the heck is this?”
“The future,” Jaguar retorted.
One X user said, “All this ad tells you is not to buy your car,” while another called it “the worst ad I've ever seen.”
Another user added: “No need to go through this humiliating ritual anymore. Just post a short video of a nice car and call it a nice car.”
Conservative film director Robbie Starbuck said: This made me want to sell my Jaguar, but I don't own one. ”
Influencer Colin Rugg writes: We have already turned the page on this subject. ”
Psychology professor Jeffrey Miller said, “People aren't going to buy a car based on flashy, old-fashioned, woke virtue signaling. They'll buy it if it's better than a Tesla. It's not.”
“Well…we know where the Bud Light advertising team went,” joked Virginia Republican state representative Nick Freitas.
