Jaguar dubbed ‘Bud Light 2.0’ after releasing modernist rebranding ad featuring androgynous models, no cars

Jaguar could be facing its own Bud Light moment after online backlash to a new ad on Tuesday.

The automaker released a new promotional video debuting its reimagined logo on its X account under the tagline “Copy Nothing.”

The ad featured androgynous models in brightly colored, over-the-top outfits, including a man wearing a dress, along with other slogans such as “create exuberance,” “live vividly,” “be ordinary,” and “break the mold.”

The ad did not feature a car throughout its 30 second run.

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Shortly after the ad premiered, X users took to the company for releasing what they called a “Bud Light 2.0” campaign by appearing to focus on wakefulness and modernism rather than selling cars.

“This just made me want to sell my Jaguar, and I don’t even own a Jaguar,” joked conservative corporate activist Robby Starbuck.

Columnist Jon Gabriel wrote, “This is so wrong timing for this. I can understand the C-suite being brought into this in 2022, but you’ve completely misunderstood the moment. Bud Light 2.0.”

“Unencumbered by taste, I see,” joked conservative journalist Ian Miles Cheong.

“Fuck who your ad company is. It’s not,” wrote RedState senior editor Brandon Morse.

RedState writer Bonchie said, “Congratulations on continuing to not sell cars.”

“A car ad without cars. Hmm,” PR consultant Jeff Barrett commented with a GIF of a character from the 2004 film “Dodgeball,” saying, “That’s a cool strategy Cotton, let’s see if it pays off him.”

The PR firm’s CEO Craig Lucie added: “I see #jaguar is trending. That’s 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?”

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Jaguar’s X account responded to numerous comments and questions regarding its ad, including one from X CEO Elon Musk.

“Do you sell cars?” Musk asked.

“Yes. We’d love to show you. Join us for coffee in Miami on December 2nd? Sincerely, Jaguar,” Jaguar replied.

The company repeatedly responded to other similar comments, claiming that the “story is still unfolding” for the rebranding and how the ad “sets the stage” for the future.

In a press releaseJaguar announced that in December it will present “Copy Nothing,” what it describes as “the first global public installation for its new brand that will encompass the physical manifestation of its exuberant modernism creative philosophy, in a Design Vision Concept.”

“This dramatic, unmistakable and unexpected expression of what it means to Copy Nothing will be a foretaste of the fearless approach coming from Jaguar,” read the press release. “Jaguar’s presence in Miami will establish its advocacy for artistic expression in all its forms. Through a series of carefully curated gallery spaces across two locations, Jaguar will share its platform with emerging and cutting-edge new artists who share its Copy Nothing ethos.”

Chief Creative Officer Professor Gerry McGovern OBE claimed that this new vision is reminiscent of company founder Sir William Lyons, who “believed that ‘A Jaguar should be a copy of nothing’.”

“Our vision for Jaguar today is based on this philosophy. New Jaguar is a brand built around exuberant modernism. It’s imaginative, bold and artistic at every touchpoint. It’s unique and fearless,” McGovern said in the release.

He continued: “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 to a contemporary audience. We are creating Jaguar for the future and restoring its status as a brand that enriches the lives of our customers and the Jaguar community.”

Jaguar chief executive Rawdon Glover added: “To bring back such a globally recognized brand, we had to be fearless. Jaguar has always been at its best when challenging convention. That ethos is seen in our new brand identity today and will remain further revealed over the coming months This is a complete reset to reclaim its originality and inspire a new generation I look forward to the world finally seeing Jaguar.

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In a statement to FOX Business, Jaguar responded: “Our brand relaunch for Jaguar is a bold and imaginative reinvention and, as expected, it has attracted attention and debate. As proud custodians of such a remarkable time in Jaguar’s history, we have preserved iconic symbols , as we take a dramatic leap forward. The unveiling of the brand is just the first step in this exciting new era, and we look forward to sharing more about Jaguar’s transformation in the coming days and weeks.”

The article was updated to include a statement from Jaguar.