"Patience, the art’s in the reveal" — Jaguar's social media team responds defensively to negative comments from X users to its car-less ad

Jaguar's social media team has officially responded to the recent backlash surrounding its innovative advertisement that left viewers questioning the absence of a car in the initial teaser campaign.

On November 19, 2024, Jaguar, the renowned British automotive brand known for its sporty vehicles, launched a new advertisement on X that notably didn't feature a car. This unconventional approach raised eyebrows, defying expectations for a car company's marketing.

In response to the growing curiosity about the car, the company's social media team encouraged users to exercise patience, teasing that the full reveal was yet to come.

"Patience, the art's in the reveal."

This post was not the only response from Jaguar's social media team. In addition to the earlier replies, some users on X questioned whether the brand even sells cars, with others asking if they are indeed a car company or something else entirely.

In turn, the British automotive brand publicly responded on X, reaffirming its identity and reassuring followers of its commitment to the automotive industry.

"Go hard." The company's team replied.

"The story is unfolding. Stay tuned." The company's team wrote as a response.

"Soon you'll see things our way." The team replied to another user.

"Think of this as a declaration of intent." Another response reads.

Moreover, the British automotive brand's social media team continued their defense. They also engaged with users on X who described the advertisement as "awful" and referred to it as a "joke." In response, the team playfully suggested that this moment marks a "pivotal" point in their marketing strategy.

"A pivotal moment." The automotive company's team replied.

"Quite the opposite. This is a renaissance." The company's team replied to a user.

"We do. All will be revealed." The team replied to yet another user.

"Consider this the first brushstroke." The automotive company's team wrote.

As reactions to the ad continue to unfold, Jaguar's social media team attempts to manage the situation. However, the brand has yet to confirm whether the advertisement will eventually include a car, a detail many followers anticipate.

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Jaguar's latest ad defies expectations with no car in sight

On Tuesday, the British automotive company released a new advertisement featuring no car on social media platforms. The 30-second spot showcases a group of multiracial, gender-fluid models emerging from an elevator adorned in avant-garde makeup and vibrant, colorful clothing.

Set to a techno-industrial beat, the models traverse an austere, colorful landscape. The models remain silent throughout the ad, conveying expressions in various locations.

Toward the end, they gather around a block of asymmetrical rock-like material, exchanging glances. The ad culminates with a series of worded messages, which read as follows —

"Create exuberant. Live vivid. Delete ordinary. Break moulds. Copy nothing."

The ad also garnered significant attention due to a response from Elon Musk, owner of Tesla and X, who inquired whether Jaguar sells cars.

"Do you sell cars?" Musk asked.

In reply, the British automotive company suggested that they would be delighted to show him their offerings and extended an invitation for him to join them at the Cuppa event in Miami on December 2, 2024. The social media team replied —

"Yes. We'd love to show you. Join us for a cuppa in Miami on 2nd December? Warmest regards, Jaguar."

The British automotive company's chief creative officer, Sir Gerry McGovern, revealed in November 2024 that the company is planning for a rebrand, and the new bespoke logo, written as JaGUar, will be considered as English pronunciation "Jag-you-are" instead of the American "Jag-wahr."

In a press release statement, McGovern suggested that this rebranding is bold and artistic.

"New Jaguar is a brand built around exuberant modernism. It is imaginative, bold, and artistic at every touchpoint. It is unique and fearless."

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According to UK Motors, on December 2, 2024, the British automotive brand will highlight its strong connection to the design world during Miami Art Week.

This event marks a significant shift in the brand's direction, bidding farewell to the familiar F-Pace, F-Type, and XF models. It will also reveal a new Jaguar range, showcasing an innovative design philosophy that will shape the brand's future vehicles.