British luxury carmaker Jaguar is facing criticism for a bold new advertising campaign that promotes inclusivity without featuring any cars.
The 30-second clip, released on various social media platforms, showcases models of different ages, genders, and races with phrases like “live vivid” and “delete ordinary,” set to a minimal techno soundtrack.
As part of Jaguar’s rebrand towards electric vehicles, the ad has sparked confusion and mockery online.
Shortly after its launch, social media users labeled the rebrand as “embarrassing” and damaging to Jaguar’s luxury brand image.
Even tech mogul Elon Musk questioned the campaign, asking “Do you sell cars?” on his platform X, where the ad garnered millions of views and comments.
Commentators on YouTube and Reddit also expressed skepticism and curiosity about Jaguar’s direction with this unconventional ad.
Amidst political shifts and changing cultural landscapes, some marketing experts found the ad’s tone out of sync and potentially damaging to Jaguar’s brand.
While many companies embraced social justice causes in the past, the current trend sees some companies distancing themselves from such movements.
Jaguar’s target audience with this campaign remains unclear, raising questions about the brand’s strategy and direction.
Jaguar did not comment on the backlash but hinted at more to come in response to critics.
Meanwhile, Jaguar Land Rover halted new Jaguar models’ sales in the UK in preparation for the transition to electric-only models by 2026.
