Jaguar has been ridiculed online after releasing a new advert that features catwalk models in “daft clothes” but no cars.
The British carmaker on Tuesday debuted a new advert featuring several models with asymmetrical haircuts and brightly coloured, haute couture clothing walking around a Mars-like landscape bathed in bright pink.
Messages such as “create exuberant”, “live vivid”, “delete ordinary”, “break moulds” and “copy nothing” flash on the screen but no actual cars or references to Jaguar as a carmaker are featured.
The advert, which was released to promote the company’s new logo and wider rebrand, was dubbed a “hallucinogenic sci-fi movie” by Car Dealer magazine and has prompted a barrage of criticism online.
Broadcaster Andrew Neil said: “What are you selling? Daft clothes? Do you no longer sell cars? You must already sniff the smell of disaster with this “campaign”. What was the agency?”
Lulu Cheng Meservey, the former communications director at video games maker Activision Blizzard, said the new brand was “disastrous”.
“Someone on the Jaguar marketing team has greatly overestimated the size of the ‘vegan barista who wants to roll up to the drum circle in a luxury sports car’ market I fear,” she said on X.
Elon Musk, the billionaire owner of rival Tesla, wrote on his social media platform X in response to the advert: “Do you sell cars?”