This past week, the British luxurious automotive brand Jaguar succeeded in sparking an online uproar for two distinct but connected reasons. To start, it introduced a fresh logo, which…the verdict is still out on (is the iconic jaguar missing??). Subsequently, in an effort to herald its brand overhaul, it launched a somewhat puzzling 30-second advertisement.
I suppose it shouldn’t come as a shock that individuals like Elon Musk have disparagingly labeled the commercial as woke, likely due to it…showcasing some individuals who aren’t white, slim, or exclusively presenting as cisgender? One aspect the ad doesn’t include, however, is a vehicle, which, quite frankly, is rather refreshing. (We’ve encountered countless cars!)
View the commercial for yourself, then discover (literally) every thought I had about it below:
- When the elevator doors part to a synchronized rhythm…you just know something’s about to happen.
2. I absolutely need this red turtleneck!
3. And this orange corset, while I’m at it!
4. Oh, these flowing, almost floral fabric layers are very reminiscent of Simone Rocha.