Jaguar’s latest ad campaign has officially left the internet confused, amused, and maybe a little bit baffled. On Tuesday, the luxury car brand dropped a 30-second video featuring its new logo and the slogan “Copy Nothing,” but here’s the catch—there wasn’t a car in sight.  

Instead, Jaguar decided to go full avant-garde, showcasing androgynous models in wildly colorful outfits, including one man rocking a dress. Along with phrases like 'create exuberant,' 'live vivid,' and 'break molds,' the ad looked more like a fashion show on steroids than an advertisement for high-end vehicles.  

The internet, as expected, didn’t hold back. A user tweeted, “This just made me want to sell my Jaguar and I don’t even own a Jaguar.” 

Meanwhile, another user sarcastically congratulated Jaguar for “continuing to not sell cars.”

Jeff Barrett, a PR consultant, posted a GIF from Dodgeball saying, "A car ad without cars? Hmm.”

It’s safe to say, people weren’t exactly sold on Jaguar’s new direction.  

Jaguar’s X account tried to smooth things over by responding to critics, including X CEO Elon Musk, who asked, “Do you sell cars?”

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

But Jaguar isn’t backing down from its “Exuberant Modernism” rebranding. According to a press release, the company is shifting gears—literally and figuratively—into a new identity, one that’s all about bold creativity and artistic expression.

“To bring back such a globally renowned brand we had to be fearless,” said Managing Director Rawdon Glover.

In December, Jaguar will be unveiling its new brand philosophy at a “Copy Nothing” public installation in Miami.