It’s not often one hears Jaguar and Bud Light in the same sentence.
But after the luxury car brand released a new promotional video on Tuesday, some are calling it “Bud Light 2.0,” per Fox Business.
The reference to Bud Light harkens back to 2023 when the beer brand and Dylan Mulvaney, a transgender influencer, joined forces to promote Bud Light’s March Madness contest, per NBC News.
Many conservatives boycotted the ad and sales took a serious hit.
Others are simply scratching their heads over the 30-second video with the new slogan “Copy Nothing,” Fox Business reported.
The ad showcases eight androgynous models in brightly colored attire as slogans such as “create exuberant,” “live vivid,” “delete ordinary” and “break moulds” flashing on the screen.
The ad, however, did not include a single Jaguar.
Jaguar released a press release, stating this ad was a taste of things to come.
“This dramatic, unmistakable and unexpected expression of what it means to Copy Nothing will be a preview of the fearless approach to come from Jaguar,” the press release read.
“Jaguar’s presence in Miami will establish its advocacy for artistic expression, in all its forms,” the release continued. “Through a series of meticulously curated gallery spaces over two locations, Jaguar will share its platform with new and ground‑breaking emerging artists who share its ethos of Copy Nothing.”
Chief Creative Officer Professor Gerry McGovern OBE said this message is one argued this new vision is one founder Sir William Lyons, would approve as he “believed that ‘A Jaguar should be a copy of nothing.'”
“Our vision for Jaguar today is informed by this philosophy. New Jaguar is a brand built around Exuberant Modernism. It is imaginative, bold and artistic at every touchpoint. It is unique and fearless,” McGovern is quoted in the release.
“This is a reimagining that recaptures the essence of Jaguar, returning it to the values that once made it so loved, but making it relevant for a contemporary audience,” he continued. “We are creating Jaguar for the future, restoring its status as a brand that enriches the lives of our clients and the Jaguar community.”
Users of X, formerly Twitter, quickly responded to the ad, mostly commenting on the wokeness of the ad.
Columnist Jon Gabriel wrote, “This is so the wrong timing for this. I can understand the C-suite being conned into this in 2022, but you have completely misread the moment. Bud Light 2.0.”
“This just made me want to sell my Jaguar and I don’t even own a Jaguar,” conservative corporate activist Robby Starbuck wrote.
“Fire whoever your ad company is. This is not it,” RedState senior editor Brandon Morse wrote.
RedState writer Bonchie said, “Congrats on continuing to not sell cars.”
“A car ad without cars. Hmm,” PR consultant Jeff Barrett commented along with posting a GIF of a character from the movie “Dodgeball” saying, “That’s a bold strategy, Cotton, let’s see if it pays off for him.”
PR firm CEO Craig Lucie commented , “I see #jaguar is trending. This is why the right marketing and content team is important. You sell cars. Nothing in this ad tells a potential buyer about the story behind your product. What are your takeaways from this ad?”
A post from Elon Musk prompted a response from Jaguar.
“Do you sell cars?” Musk asked.
“Yes. We’d love to show you. Join us for a cuppa in Miami on 2nd December? Warmest regards, Jaguar,” Jaguar posted.
The company responded to others, saying, “the story’s still unfolding” regarding the rebranding. It added the ad is “setting the stage” for the future.
Some are not sure.
