A bizarre recent ad for automotive brand Jaguar has been widely mocked as “woke” and “outdated” by social media users.
The venerable British marque, now owned by Indian multinational Tata Group as a part of Jaguar Land Rover Automotive, shared the 30-second clip on social media on Tuesday with the caption, “Copy nothing.”
Notably missing from the ad — which features similarly daring taglines like “create exuberant,” “live vivid” and “delete atypical” — is an actual Jaguar.
It opts as a substitute for something more resembling a Paris fashion show, featuring a gaggle of mixed-race, ambiguously gendered catwalk models in vibrant colours strutting and posing on abstract sets.
The clip has been viewed greater than 6.6 million times on X, sparking backlash from many viewers.
“Do you sell cars?” Tesla chief executive Elon Musk wrote.
“Edgy. Will it sell cars?” one other user asked.
“Umm, where are the cars on this ad? Is that this for fashion?” a 3rd said.
Jaguar’s X account replied, “Consider this as a declaration of intent.”
Replying to an analogous post Jaguar wrote, “The story is unfolding. Stay tuned.”
“What within the actual hell is that this,” one other X user said.
“The longer term,” Jaguar hit back.
One X user said “All this ad tells me is to not buy your automotive,” while one other called it “the worst ad I’ve ever seen.”
One other added, “You don’t need to do that humiliation ritual anymore, you may just post a brief video of a pleasant automotive and call it good.”
Conservative filmmaker Robby Starbuck said, “Fire your marketing team and drop the woke stuff. This just made me need to sell my Jaguar and I don’t even own a Jaguar.”
Influencer Collin Rugg wrote, “Oof. We already turned the page on this.”
Psychology professor Geoffrey Miller said, “People aren’t going to purchase your automotive based on garish, outdated, woke virtue-signalling. They’ll buy it if it’s higher than a Tesla. It isn’t.”
Virginia Republican state delegate Nick Freitas joked, “Well … we all know where the promoting team for Bud Light went.”
A bizarre recent ad for automotive brand Jaguar has been widely mocked as “woke” and “outdated” by social media users.
The venerable British marque, now owned by Indian multinational Tata Group as a part of Jaguar Land Rover Automotive, shared the 30-second clip on social media on Tuesday with the caption, “Copy nothing.”
Notably missing from the ad — which features similarly daring taglines like “create exuberant,” “live vivid” and “delete atypical” — is an actual Jaguar.
It opts as a substitute for something more resembling a Paris fashion show, featuring a gaggle of mixed-race, ambiguously gendered catwalk models in vibrant colours strutting and posing on abstract sets.
The clip has been viewed greater than 6.6 million times on X, sparking backlash from many viewers.
“Do you sell cars?” Tesla chief executive Elon Musk wrote.
“Edgy. Will it sell cars?” one other user asked.
“Umm, where are the cars on this ad? Is that this for fashion?” a 3rd said.
Jaguar’s X account replied, “Consider this as a declaration of intent.”
Replying to an analogous post Jaguar wrote, “The story is unfolding. Stay tuned.”
“What within the actual hell is that this,” one other X user said.
“The longer term,” Jaguar hit back.
One X user said “All this ad tells me is to not buy your automotive,” while one other called it “the worst ad I’ve ever seen.”
One other added, “You don’t need to do that humiliation ritual anymore, you may just post a brief video of a pleasant automotive and call it good.”
Conservative filmmaker Robby Starbuck said, “Fire your marketing team and drop the woke stuff. This just made me need to sell my Jaguar and I don’t even own a Jaguar.”
Influencer Collin Rugg wrote, “Oof. We already turned the page on this.”
Psychology professor Geoffrey Miller said, “People aren’t going to purchase your automotive based on garish, outdated, woke virtue-signalling. They’ll buy it if it’s higher than a Tesla. It isn’t.”
Virginia Republican state delegate Nick Freitas joked, “Well … we all know where the promoting team for Bud Light went.”
