Iconic sports car maker Jaguar’s new promotional video drew attention on social media, as the company made a bold move radically opposed to its long-established James Bond-style advertising.
The new ad features a number of androgynous models dressed in colorful outfits and sporting extravagant haircuts as they exit a bright yellow elevator, strutting around what looks like a pink, rocky landscape, as messages like “break molds,” “delete ordinary,” and “live vivid” flash across the screen.
The only thing missing from the ad was the company product. Not a hint of a car in sight.
Others called the ad “woke” and likened it to Bud Light’s controversial 2023 campaign when the brand teamed up with a transgender influencer, a move that cost the company over $1 billion in annual lost sales.
Elon Musk, founder of electric vehicle manufacturer Tesla, also chimed in.
“Do you sell cars?” Musk posted in response to the ad.
The event will take place at Miami Art Week and is set to feature a host of emerging artists.
“Jaguar’s transformation is defined by Exuberant Modernism,” the automaker said in a press release announcing the rebranding, which it hopes “will command attention through fearless creativity.”
“This is a reimagining that recaptures the essence of Jaguar, returning it to the values that once made it so loved, but making it relevant for a contemporary audience,” Jaguar’s Chief Creative Officer Gerry McGovern, OBE, said.
McGovern explained that the new slogan refers to a quote from company founder Sir William Lyons, who used to say that “A Jaguar should be a copy of nothing.”
Last fiscal year, however, the company made a strong comeback with a total revenue of £22.8 billion (roughly $28.8 billion).
Jaguar now hopes to continue the trend with a bold, colorful, modernistic appearance.
“To bring back such a globally renowned brand we had to be fearless,” Jaguar’s managing director Rawdon Glover said.
“Jaguar was always at its best when challenging convention.”