British carmaker Jaguar reveals glossy rebrand that features no cars, confuses the internet
It's undoubtedly striking: A group of multiracial, gender-bending models enter an austere, prismatic setting after emerging from an elevator wearing state-of-the-art makeup and vibrant apparel to a techno-industrial beat.
However, the renowned British automaker Jaguar's new rebranding lacks one essential component: automobiles.
Online comments on the advertisement have ranged from perplexed to appalled, with some equating the possible backlash to Bud Light's employment of a trans influencer in deviating far from its target audience.
The advertising was deemed "disastrous" by a communications specialist on X because it placed too much emphasis on branding rather than the actual goods.
"Something along the lines of 'our cars are engineered to the gills and go very very fast,' is what Jaguar ...