Elon Musk has ridiculed Jaguar after the British automaker’s latest promotional video sparked widespread online mockery. The video, part of Jaguar’s rebranding campaign, failed to impress viewers and raised eyebrows for its unusual approach.
Jaguar is undergoing a significant rebrand as it transitions to an all-electric lineup by 2026. On Tuesday, the company revealed a new logo alongside a cryptic promotional video. The ad was meant to signal a bold new direction for the brand but left audiences confused.
No Cars in the Spotlight
The commercial took an unconventional route. Unlike typical car advertisements, Jaguar’s video did not feature any vehicles. Instead, it showcased surreal visuals and ambiguous slogans such as “live vivid,” “delete ordinary,” and “break moulds.” The video included scenes of a character wielding a sledgehammer and another painting over the screen. The ad ended with models reversing off-screen to reveal the campaign’s tagline: “copy nothing.”
Online Backlash
The video quickly became the subject of ridicule on social media, particularly on X (formerly Twitter). Viewers criticized the ad for its lack of focus and failure to highlight the product. One user commented, “How do you sell a car without showing a car?”
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Elon Musk Joins the Mockery
Tesla CEO Elon Musk added fuel to the fire with a sarcastic post on X. Responding to the ad, he wrote: “Do you sell cars?” The comment, simple yet pointed, gained significant traction, amplifying the criticism directed at Jaguar.
Jaguar’s Witty Response
Jaguar didn’t shy away from Musk’s jab. The automaker replied with an invitation: “Yes. We’d love to show you. Join us for a cuppa in Miami on 2nd December? Warmest regards, Jaguar.” The invitation referenced Jaguar’s upcoming concept car unveiling at Miami Art Week, where the brand will showcase its new design language.
Mixed Reactions to Jaguar’s Strategy
The unconventional approach has left many questioning Jaguar’s marketing strategy. While some see it as a bold attempt to stand out in a competitive market, others believe it missed the mark. Critics argue that the absence of vehicles in the ad undermines the company’s goal of promoting its electric future.
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