Jaguar’s new logo and ad draw ridicule from Elon Musk and viewers

The video shows a group of models wearing flamboyant clothing that doesn’t feature any cars

Elon Musk has ridiculed Jaguar after the British carmaker's cryptic new promotional video sparked online mockery. The company, currently undergoing a major rebrand, unveiled a new logo on Tuesday, accompanied by the video.

The advert, which marks Jaguar’s transition to an electric-only brand by 2026, quickly gained attention – though not for the reasons the manufacturer likely hoped.

The commercial, aimed at showcasing the company’s bold new direction, left viewers puzzled. Key to most car adverts is a clear display of the product – but Jaguar’s video featured no cars at all. Instead, the cryptic clip included a series of ambiguous phrases such as "live vivid," "delete ordinary," and "break moulds," with surreal visuals, including one character wielding a sledgehammer and another painting over the screen. The video culminated in a scene where models gather, reverse off-screen, and reveal the campaign name: "copy nothing."

The ad quickly became a subject of ridicule when shared on X (formerly Twitter). Musk, whose Tesla electric vehicles will compete with Jaguar in the future, joined the mockery, posting: "Do you sell cars?"

Jaguar, not missing a beat, responded with an invitation: "Yes. We'd love to show you. Join us for a cuppa in Miami on 2nd December? Warmest regards, Jaguar." This is in reference to the company’s planned unveiling of a concept car at Miami Art Week, where it is expected to showcase its new design language.

The response to the ad was largely negative, with former Spectator chairman Andrew Neil chiming in: "What are you selling? Daft clothes? Do you no longer sell cars? You must already sniff the smell of disaster with this 'campaign.'"

Others expressed similar disbelief. One user wrote, "This is surely a joke," while another commented, "What the actual hell is this?" Jaguar’s response to these criticisms remained defiant, with a simple reply of "The Future."

Jaguar has been contacted for further comment.