An advertisement released by car brand Jaguar has been made fun of by many automobile enthusiasts and even got brutally trolled by billionaire Elon Musk after it failed to feature a single vehicle. Not one car.
The 30-second ad was shared by the brand on social media last 19 November with the caption: "Copy nothing". Is this suppose to sell cars?
In the commercial, a group of androgynous models dressed in bright costumes step out of a bright yellow elevator.
The models walk around a colourful landscape and strike poses as futuristic music is played in the background.
A number of short messages pop up on the screen in the clip, including "create exuberant", "live vivid", "delete ordinary", "break moulds", and again the slogan for the upcoming range "copy nothing".
In the comments section of the ad shared by Jaguar on X, the social media platform's owner Elon Musk couldn't help but poke fun at the company's expense, in a subtle nod to the fact there was no sign of an actual car in the video.
"Do you sell cars?" Musk mused. Musk’s post was liked more than 164,000 times — much more than the 9,000 likes the Jaguar ad garnered — and was viewed nearly 3 million times. Jaguar’s advertisement garnered 62,000 replies on X, many critical.
Jaguar replied, extending an offer for him to witness the unveiling of its new range of higher-priced electric vehicles at Miami Art Week on 2 December 2024.
"Yes. We'd love to show you. Join us for a cuppa in Miami on 2nd December? Warmest regards, Jaguar."
Jaguar also posted another image to social media Wednesday night, teasing what appears to be an upcoming electric car model, though it was similarly met with critical reactions online.
Last year, many brands faced similar bouts of anti-"woke" online criticism and boycotts in response to companies adopting inclusive marketing campaigns. Chief among these was Bud Light, the beer brand that sent transgender influencer Dylan Mulvaney a customized can with her face on it to celebrate the anniversary of her coming out as transgender and to promote March Madness. Angered critics led a boycott of the brand, which slumped in sales and lost its title as the United States’ top-selling beer.
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