Jaguar has left people perplexed with a new glossy ad that doesn’t show any cars.
The British luxury vehicle maker released an advert featuring a series of models, dressed in brightly colored clothing, emerging from an elevator into a stark landscape.
They are then seen in various poses as different slogans appear on screen, including “live vivid”, “delete ordinary”, and “copy nothing”.
But it sparked a range of reactions online, ranging from ridicule to confusion, as there is no trace of any car.
Jaguar’s latest ad has left some people perplexed
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Tesla boss Elon Musk tweeted a response to Jaguar’s ad posted on X asking: “Do you sell cars?”
This elicited the response: “Yes. We’d love to show you” followed by an invitation to a promotional event. But others on X continued to question the ad and what it represented.
“Um, where are the cars in this commercial?” ” one user posted, while a second wrote: “I thought you made cars?
Bright, bold colors feature in the ad, but not everyone is impressed
There was also confusion from another person who asked, “What are you trying to sell me?”
Jaguar said: “All will be revealed… Consider this (advertising) a statement of intent. We are shifting gears, not our focus. Stay tuned.”
In a press release accompanying the ad, the automaker described it as part of a “completely transformed Jaguar brand” and “a new era” that makes it “relevant to a contemporary audience.”
“This is a complete reset,” general manager Rawdon Glover said. “To bring back a brand of such global renown, we had to be brave. »
Ahead of the campaign, Jaguar announced it was discontinuing five models with “near zero profitability.”
It has developed three new ultra-luxurious electric vehicles, one of which is expected to be revealed at the Art Basel event in Miami next month.