Jaguar’s latest advertisement has sparked a wave of reactions, as it deviates entirely from the usual focus on showcasing its luxury car models. In fact, none of its vehicles make an appearance in the ad.
Instead, the commercial features men dressed in dresses, white and black models wearing brightly colored clothing, and bold messages such as, “Create with enthusiasm”, “Live intensely”, “Erase the ordinary”, “Break the molds”, “Copy nothing”.
Notably, throughout the ad, there is no direct or indirect reference to cars at all, leaving viewers puzzled about the campaign’s purpose and connection to the Jaguar brand.
As expected, this has raised many questions among social media users, with Elon Musk leading the charge. He was quick to comment on X (formerly Twitter): “Do you sell cars?”
Jaguar responded, saying, “Yes. We would love to show you.” The company added, “Join us for tea in Miami on December 2nd? Warm regards.”
“Awful, awful advertisement. Is this supposed to save your tarnished reputation?” wrote another user on X, to which the company replied, “Quite the opposite. This is a rebirth.”
“I thought you made cars,” commented another user. “We do,” the company responded, adding, “Everything will soon be revealed.”
Some users, particularly staunch supporters of the “anti-woke” movement, claimed that the company had “killed a British icon.”
“Get woke. Go broke,” wrote another, implying that Jaguar prioritizes woke culture over the quality of its cars.
Speaking at an LGBTQ awards show last month, Jaguar’s Chief Strategy Officer, Santino Pietrosanti, discussed the company’s cultural transformation and proudly highlighted its adoption of a woke agenda in the workplace.
“We have created over 15 diversity groups, such as Pride, Women in Engineering, and Neurodiversity Matters. We’ve implemented significant policy updates, like Transitioning at Work, to promote equity and support our communities, embracing individuality as a superpower.”
Despite the wide range of reactions the advertisement has garnered, the company appears committed to responding to each comment individually, maintaining an active dialogue with its audience.
