British carmaker Jaguar reveals glossy rebrand that features no cars, confuses the internet
It's certainly eye-catching: A group of multiracial, gender-bending models emerge from an elevator in cutting-edge makeup and bright-colored clothing to a techno-industrial beat into an austere, prismatic landscape.
It's certainly eye-catching: A group of multiracial, gender-bending models emerge from an elevator in cutting-edge makeup and bright-colored clothing to a techno-industrial beat into an austere, prismatic landscape.
But one thing is missing from the storied British carmaker Jaguar's new rebrand: cars.
The spot has drawn some reactions online that range from puzzled to dismayed, with several commentators comparing the potential fallout to Bud Light's use of a trans influencer in straying far afield from its core demographic.
One communications professional on X called the advertisement "disastrous" for being overly focused on branding and not on the product itself.
"Jaguar should be saying ... some version of 'our cars are engineered to the gills and go very very fast,'" wrote Lulu Cheng Meservey, co-founder of Rostra PR group. "Art school grads simply aren’t associated with elite engineering ability, I’m sorry."
Rating: 5