Jaguar’s latest ad campaign has officially left the internet confused, amused, and maybe a little bit baffled. On Tuesday, the luxury car brand dropped a 30-second video featuring its new logo and the slogan “Copy Nothing,” but here’s the catch— Instead, Jaguar decided to go full avant-garde, showcasing androgynous models in wildly colorful outfits, including one man rocking a dress. Along with phrases like 'create exuberant,' 'live vivid,' and 'break molds,' the ad looked more like a fashion show on steroids than an advertisement for high-end vehicles.
The internet, as expected, didn’t hold back. A user tweeted, “This just made me want to sell my Jaguar and I don’t even own a Jaguar.” Meanwhile, another user sarcastically congratulated Jaguar for “continuing to not sell cars.
” Jeff Barrett, a PR consultant, posted a GIF from Dodgeball saying, "A car ad without cars? Hmm.” It’s safe to say, people weren’t exactly sold on Jaguar’s new direction. Jaguar’s X account tried to smooth things over by responding to critics, including X CEO Elon Musk, who asked, “Do you sell cars?” Jaguar cheekily replied, “Yes.
We’d love to show you. Join us for a cuppa in Miami on 2nd December?” But Jaguar isn’t backing down from its “Exuberant Modernism” rebranding. According to a press release, the company is shifting gears—literally and figuratively—into a new identity, one that’s all about bold creativity and artistic expression.
“To bring .