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.