Jaguar has left people scratching their heads with a new glossy advert which fails to show any cars. The British luxury vehicle maker has released a commercial featuring a series of models, in brightly-coloured clothing, emerging from a lift into an austere landscape. They are then seen in various poses as different slogans appear on screen, including "live vivid", "delete ordinary" and "copy nothing".
But it has created a series of reactions online from ridicule to confusion, because there is no hint of any cars. Tesla boss Elon Musk tweeted a response to Jaguar's advert posted on X by asking: "Do you sell cars?" It prompted the reply: "Yes. We'd love to show you" followed by an invite to a promotional event.
But others on X continued to question the advert and what it represented. "Umm where are the cars in this ad?" one user posted, while a second wrote: "I thought you guys made cars?" There was also confusion from another person who asked: "What are you trying to sell me?" Jaguar teased that: "All will be revealed..
. Think of this [advert] as a declaration of intent. We're shifting gears, not our purpose.
Stay tuned." In a news release to accompany the advert, the carmaker described it as part of a "completely transformed Jaguar brand" and "a new era" which makes "it relevant for a contemporary audience". "This is a complete reset," said managing director Rawdon Glover.
"To bring back such a globally renowned brand we had to be fearless." Follow our channel and never miss.
