Elon Musk has taken to Twitter to mock a new advertisement from Jaguar, which notably doesn’t feature any of the brand’s vehicles. The controversial ad, which debuted recently, focuses on a narrative about luxury and design but entirely omits showcasing the company’s cars. Musk, who is known for his blunt and often provocative online persona, wasted no time in commenting on the marketing campaign, calling it “strange.”
In a tweet that quickly went viral, Musk wrote, “Jaguar made an ad where they don’t show any cars. Just like a car company would do.” The remark highlighted his disdain for what he perceived as a misguided attempt at advertising. The ad, which showcases high-fashion models, intricate design elements, and a minimalist approach, attempts to evoke a sense of aspiration and exclusivity but leaves the product itself largely absent from the narrative.
The ad’s lack of cars has raised eyebrows in the automotive world. Critics argue that for a car company, showcasing the product should be central to any campaign, particularly one trying to make a statement in a competitive luxury market. Some see Jaguar’s approach as an attempt to elevate the brand’s image to the realm of high-end fashion and lifestyle, where the product often takes a backseat to the atmosphere and symbolism. However, this move has not been universally praised.
Musk’s response to the ad may not come as a surprise, given his reputation for challenging traditional marketing practices. As the CEO of Tesla, Musk has made headlines for his unconventional approach to branding and advertising. Tesla, for instance, famously spends little on traditional ads, relying instead on social media, word-of-mouth, and product performance to build its reputation.
Jaguar, on the other hand, has been grappling with a changing market. The brand, traditionally known for its luxury sedans and sports cars, has faced stiff competition in recent years, particularly from electric vehicle (EV) makers like Tesla. Jaguar’s ad could be seen as part of a larger strategy to reinvent itself in a market that is increasingly concerned with sustainability, design, and brand image over traditional performance metrics.
Despite the criticism, the ad has garnered significant attention, with many seeing it as a bold attempt to break from the norms of automotive advertising. Whether it will have the desired impact on Jaguar’s sales and brand perception remains to be seen. For now, Elon Musk’s critique has certainly added fuel to the conversation about the ad’s effectiveness—or lackthereof.
