Comedian Ricky Gervais has delivered a cheeky putdown of the British car manufacturer Jaguar’s latest rebranding campaign.
The luxury car brand’s 30-second teaser video attracted more than 120,000 comments on X, formerly known as Twitter.
Around 162 million accounts on X have viewed the initial post launching Jaguar’s new direction.
The teaser ditched the traditional and “very British” aesthetic for an array of colours and flamboyant costumes.
Viewers were quick to brand the advert as “woke” and out of touch with the company’s roots.
The campaign’s new slogan “copy nothing” was a particular source of derision.
Gervais, 63, took aim at Jaguar in an X post, mockingly quoting the classic brand’s new credo above an intentionally unflattering photo of himself.
The comedian posted a selfie of himself slumped in the bath, pulling a face and clutching a bottle of his own Dutch Barn vodka.
Unlike the divided response to Jaguar, Gervais was met with overjoyed reaction from fans.
“Hahaha that’s f*****g on point Rick. Jaguar lost it,” one fan said.
“You’re a genius,” another applauded.
The irony of Gervais using the mockery to advertise his own product was not lost on his fans.
One declared the post was: “Perfection. Pure marketing genius.”
“Viral marketing at its best!” another agreed.
Jaguar has continued to promote the company’s new direction on X, responding to negative comments with cryptic messages.
The brand’s official account encouraged followers to see the 30-second teaser as: “The first brushstroke” and a “declaration of intent.”
LATEST DEVELOPMENT:
The campaign appears to be building up to a grander reveal which will take place on December 2.
Find Out More...
The luxury car brand’s 30-second teaser video attracted more than 120,000 comments on X, formerly known as Twitter.
Around 162 million accounts on X have viewed the initial post launching Jaguar’s new direction.
The teaser ditched the traditional and “very British” aesthetic for an array of colours and flamboyant costumes.
Viewers were quick to brand the advert as “woke” and out of touch with the company’s roots.
The campaign’s new slogan “copy nothing” was a particular source of derision.
Gervais, 63, took aim at Jaguar in an X post, mockingly quoting the classic brand’s new credo above an intentionally unflattering photo of himself.
The comedian posted a selfie of himself slumped in the bath, pulling a face and clutching a bottle of his own Dutch Barn vodka.
Unlike the divided response to Jaguar, Gervais was met with overjoyed reaction from fans.
“Hahaha that’s f*****g on point Rick. Jaguar lost it,” one fan said.
“You’re a genius,” another applauded.
The irony of Gervais using the mockery to advertise his own product was not lost on his fans.
One declared the post was: “Perfection. Pure marketing genius.”
“Viral marketing at its best!” another agreed.
Jaguar has continued to promote the company’s new direction on X, responding to negative comments with cryptic messages.
The brand’s official account encouraged followers to see the 30-second teaser as: “The first brushstroke” and a “declaration of intent.”
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The campaign appears to be building up to a grander reveal which will take place on December 2.
Find Out More...