Jaguar’s Gone Woke—What Were They Thinking?

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Jaguar cars(?) Changes logo and releases new ad, doesn’t feature a single car, just…. their future which you will all come around to apparently

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Elon Musk hits out at bizarre Jaguar advert with no cars in it:

Elon Musk has criticised a Jaguar advert that featured catwalk models in bizarre clothes but no cars.

The British carmaker on Tuesday debuted a new advert featuring several models with asymmetrical haircuts and brightly coloured, haute couture clothing walking around a Mars-like landscape bathed in bright pink.

Messages such as “create exuberant”, “live vivid”, “delete ordinary”, “break moulds” and “copy nothing” flash on the screen but no actual cars or references to Jaguar as a carmaker are featured.

The advert, which was released to promote the company’s new logo and wider rebrand, was dubbed a “hallucinogenic sci-fi movie” by Car Dealer magazine and has prompted a barrage of criticism online.

Mr Musk, the billionaire owner of rival Tesla, wrote on his social media platform X in response to the advert: “Do you sell cars?”

In his “Wednesday Review of Modern Thought,” James Lileks looks at the Jag commercial and adds:

“Challenging boundaries,” the ad concludes.

There are no boundaries left to challenge. Everything outre is de rigeur. Everything shocking is hawking something. Everything avant is already guarded by the taste-maskers to ensure its unassailability. Anything goes but everything’s gone, because the most obvious ad in the world today, the easiest, the least imaginative, stars the gender-neutral person in a dress with a sledgehammer.

h/t JADR+

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