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

If there is one charitable thing to say about Jaguar’s new brand campaign, it’s that people are, at the very least, finally talking about the ailing U.K. carmaker again. A new spot that aired on social media on Tuesday went viral with over 22 million views already on X—and not in a good way.