With a series of images, whose content is clearly influenced by the area of ​​avant-garde fashion, the Jaguar she wants to convey in an emphatic way the principles that will now govern her philosophy.

However, viewers and users were probably confused by her new ad, as it doesn’t show any cars at all. In particular, the automaker has released an ad featuring models in colorful and eye-catching outfits exiting an elevator in an austere landscape.

They then strike various poses as various slogans are thrown across the screen, including ‘live vivid’, ‘delete common’ and ‘copy nothing’. The ad has sparked a range of reactions on social media, with many mocking it and others confused because there is no hint of cars.

In fact, one of those who reacted was the head of Tesla, Elon Musk, who wrote in X: “Do you sell cars?” And the answer did not take long to come from the company? “Yes. We would love to show you”who invited him to a promotional event.

Jaguar in turn said: “All will be revealed… Think of this ad as a statement of intent. We change gear, not our purpose. Stay tuned.” Reminiscent of a fashion house campaign, the photos are bursting with color and ‘fashion aesthetics’, accompanied by messages such as ‘break the mould’, ‘cancel the ordinary’, ‘live fiercely’ and ‘don’t copy anyone’.