WASHINGTON (TNND) — Luxury vehicle manufacturer Jaguar sparked confusion online Tuesday after sharing its latest commercial.
The 30-second clip opens with a new simplified minimalist Jaguar logo without its iconic leaping cat image. It then shows a parting elevator door, revealing several figures dressed in brightly colored outfits.
The figures walk out into a pink landscape before the camera cuts to a woman in a large dress silhouetted against an orange backdrop. A man dressed in red then paints over the camera with a paintbrush.
A figure in a dress then brandishes a sledgehammer before the ad cuts back to the pink landscape. The figures pose for a photo before departing the scene as the Jaguar logo appears again.
No cars appear at any point in the advertisement.
On-screen text displayed throughout the clip displays phrases such as “live vivid,” “delete ordinary” and “create exuberant.”
Copy nothing,” Jaguar added in the caption of its post via X.
The advertisement drew a wide array of reactions from commenters, many of which Jaguar engaged with.
“Do you sell cars?” X owner Elon Musk asked.
“Yes,” Jaguar wrote back. “We’d love to show you. Join us for a cuppa in Miami on 2nd December?”
“Edgy,” another user said. “Will it sell cars?”
Jaguar responded, “consider this the first brushstroke.”
“Umm where are the cars in this ad?” another user asked. “Is this for fashion?”
“Think of this as a declaration of intent,” Jaguar replied.
The vehicle manufacturer also promised several individuals that the ad represents “the next chapter,” adding “the story’s still unfolding.”
Jaguar’s new approach comes ahead of its “new era” relaunch as an all-electric brand. Its parent company, Jaguar Land Rover, promised in 2021 to make all of its Jaguar vehicles electric by 2025 and that it would do the same with its Land Rover line by 2030, according to BBC.
Jaguar’s website describes the move as a “seismic change,” noting it will soon begin “collaborating with a collective of original creators across the arts” by “exploring new perspectives” and “challenging boundaries.”
Fellow vehicle producer Volvo in September announced it would modify its “ambitions” after promising a full lineup of electric vehicles by 2030. The company noted at the time such plans no longer appeared within reach, citing “a slower than expected rollout of charging infrastructure” and “additional uncertainties” created by electric vehicle tariffs.
Volvo now expects to make between 50% and 60% of its cars electric by 2025. The company said it aims to have its electric fleet prepared for “when the market conditions are suitable.”
Jaguar did not immediately respond to a request for comment from The National News Desk (TNND).
Follow Jackson Walker on X at @_jlwalker_ for the latest trending national news. Have a news tip? Send it to jacwalker@sbgtv.com.
