This week, British luxury-car brand Jaguar managed to incite an internet firestorm for two distinct yet related reasons. First, it unveiled a new logo, which…let’s just say the jury is still out on (the titular jaguar is gone??). Then, to help launch its rebrand, it released a rather mystifying 30-second ad.
I probably shouldn’t be surprised that the likes of Elon Musk have pejoratively called the spot woke, presumably because it…features some people who aren’t white or thin or necessarily cisgender presenting? One thing the ad does not feature, though, is a car, which, to be honest, is kind of refreshing. (We’ve seen plenty of cars!)
Watch the ad for yourself, then find (literally) every thought I had about it below:
- When the elevator doors open to a synchronized beat…you know it’s going down.
2. I need this red turtleneck!
3. And this orange corset, too, while I’m at it!
4. Ooh, these floaty, almost floral layers of fabric are very Simone Rocha.
5. I know it’s the proper British spelling, but I despise mould with a u.
6. Are they…in space?
7. Pink-hued, hot-person-only space?
8. I love the sharp, angular little ponytail on the back-left model clad in yellow.
9. As one of my colleagues said in our Vogue Slack, this is “giving Paris Olympics opening ceremonies.”
10. Honestly, why do cars have to be featured in car ads?
11. Like, we all know what a car looks like at this point!
12. I’m not sure I totally understand the “Copy Nothing” slogan.
13. According to a press release from Jaguar, this rebrand “recaptures [the] ethos of founder Sir William Lyons to Copy Nothing, by being unique and original.” Okay!
14. Ooh la la, the “next stage in the transformation of Jaguar” will be revealed at Miami Art Week next month.
15. Sorry, I’m just thinking again about what a huge, sad baby Elon Musk is.
16. I’ll say this for Jaguar: We’re talking about the ad, aren’t we?
17. Somewhere at the great hotel bar in the sky, Don Draper is lighting a cigarette and smiling about the fact that I just wrote an entire story about a 30-second advertisement.
