Rebranding campaigns are meant to generate favorable awareness and positive press coverage about products. But sometimes the campaigns can have the opposite results.

The U.K. legacy carmaker successfully turns eyes toward its Dec. 2 design concept reveal, but is mocked online meanwhile.

" wrote Lulu Cheng Meservey, co-founder of Rostra PR group. "Art school grads simply aren’t associated with elite engineering ability, I’m sorry." In a press release accompanying its rebrand, Jaguar's chief creative officer,

I probably shouldn’t be surprised that the likes of Elon Musk have pejoratively called the spot woke, presumably because it…features some people who aren’t white or thin or necessarily cisgender presenting? One thing the ad does not feature, though, is a car, which, to be honest, is kind of refreshing. (We’ve seen plenty of cars!)