A new Jaguar advertisement has sparked fierce debate after featuring colourfully-dressed models but no cars in its latest marketing campaign.
The luxury car manufacturer’s 30-second teaser video attracted around 120,000 comments on X.
Broadcaster Mike Parry, who owns three Jaguars, said: “The old Jaguar logo is wonderful, it’s brilliant.
“The first time I got one of the new Jags on the passenger seat was a paper opener with that on it. It’s a very, very proud brand.
Jaguar loyalists have accused the brand of going “woke” and choosing inclusivity over traditionJaguar
“It’s very British. The owners of Jaguar of course are not British. So I think they may have lost the connection between Jaguar and the British people.”
Darren Grimes agreed: “They have lost something, their marbles perhaps.”
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Matthew Stadlen asked: “What is your fundamental problem with this advert, chaps?
“Because there has been a massive backlash about it, and I’m not sure it’s the bright colours of the clothes and the backdrops, which I thought were rather attractive.
“What’s your problem with it? I get the point about the logo. What’s your problem with the advert? Is it the people in it?”
Darren asked: “Where is the car?”
Mike Parry fumed at the rebrand
GB News
He added: “What has it got to do with Jaguar?
“Old adverts used to be in the vein of 007, right? It used to be this classic British car. That was it, it had sex appeal.”
Stadlen fumed:”You sound like a totalitarian.”
Darren later branded the advert just ”woke madness.”
Jaguar is set to unveil its new concept design in December JAGUAR
The advertisement features models exiting a lift on a rocky pink planet, dancing in brightly coloured rooms to a dark Euro trance beat.
Text appears on screen declaring “live vivid,” “delete ordinary” and “break moulds,” before ending with “copy nothing.”
The clip showcases androgynous models, including one man wearing a dress, in what critics say resembles a Paris fashion show.
The company has also redesigned its iconic logo, replacing the all-caps lettering with a stylised “JaGUar” and modernising the traditional leaping jaguar image.