In what might go down as a Bud Light-tier bad move, British car manufacturer Jaguar released a horribly out of touch, woke ad that horrified viewers on X (formerly Twitter), and led to immense backlash in the comments section, with the carmaker savaged for what critics contended was an obscenely woke and weird ad.
The ad, “Copy Nothing,” features no cars. Instaed, it consists entirely of an ensemble of oddly attired individuals with shocking makeup and haircuts. Like many woke advertisements, it appears to be meant to stun normal people as a way of building more social cache for the brand. It just led to much anger and mockery online, however.
Roasting the ad for not having any cars in it, despite ostensibly being meant to sell more cars, Tesla founder and CEO Elon Musk commented, “Do you sell cars?” Jaguar either didn’t get the joke or didn’t want to admit it got it, replying back, “Yes. We’d love to show you. Join us for a cuppa in Miami on 2nd December? Warmest regards, Jaguar.”
More than ten thousand other commenters joined Elon in roasting Jaguar. Amongst them was ALX, who wrote, “Don’t worry, no one’s going to copy this.” Another commenter, hammering the apparently woke car brand and its absurdly weird ad, said, “Who is this supposed to be for? Terrible ad.”
In much the same vein, the “Clandestine” X account wrote that Jaguar hadn’t read the room and the general public opinion of woke advertising now when it came up with and released the ad, saying, “I’m not sure you all heard, but we aren’t doing that liberal artsy bullshit anymore. Read the room.”
Another account, Pine Baron, an email marketer, said that the ad didn’t even do a good job at shocking people as intended, saying, “I know this ad is supposed to freak out the squares but it’s not even good on its own terms. This aesthetic is 20 years out of date. It’s like what an aging creative director in Minneapolis thinks is cool in Brooklyn right now.”
Still another account, Coastal Country Club, said that the ad was so bad it would go down in the business history books, saying, “They are going write business school case studies about how retarded you are.” Replying to him, another account said, “It’s incredible how often this happens. Brands that have built themselves to a point where the product sells itself as it’s synonymous with class/grace/quality/etc and they decide to throw that winning lotto ticket away.”
Similarly, anti-DEI agitator and political commentator Robby Starbuck wrote, “This just made me want to sell my Jaguar and I don’t even own a Jaguar. 😂😂😂” Replying to Robby, another commenter said, “Not a good sign for a company if you’re on Robby’s radar…. Elon commenting too isn’t the attention you think you want. Always thought Jaguars looked cool too…. But knew they have shit reliability.”
Putting things quite simply, the Aesthetica X account commented, “This is the worst ad I’ve ever seen.” Another commenter, Joey Mannarino, wrote, “Please tell me this isn’t for Jaguar the car brand. Please. I don’t want to have to buy a new car.” Collin Rugg wrote, “Oof. We already turned the page on this.”
Watch the wildly awful ad here:
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