Jaguar is facing backlash for its latest advertisement, which critics have labeled as overly “woke,” even going so far as to compare it to Bud Light’s disastrous partnership with transgender influencer Dylan Mulvaney. The luxury carmaker’s 30-second ad features androgynous models clad in eccentric, brightly colored outfits, but noticeably absent from the scene is what one might expect from a car company: actual cars. The campaign seems to prioritize abstract messaging over showcasing the vehicles that built the brand’s reputation.
The tagline accompanying the ad urges viewers to “copy nothing” and embrace the unconventional with phrases like “live vivid” and “break moulds.” Naturally, this bold approach sparked a flood of criticism on social media. High-profile figures, including Elon Musk, weighed in, with Musk sarcastically questioning whether Jaguar still sells cars. Critics flooded the comments section, and Jaguar responded to some with equally cryptic remarks like “Go hard,” especially when users warned that “woke” marketing strategies often lead to financial failure.
While the backlash was swift, Jaguar’s leadership is defending the campaign with gusto. Rawdon Glover, managing director of Jaguar Land Rover, dismissed the criticism as a knee-jerk reaction and chalked up much of the pushback to “vile hatred and intolerance.” Glover insists the campaign has also received plenty of positive feedback, though this remains hard to verify amid the social media firestorm. He argued that Jaguar’s goal was to move away from “traditional automotive stereotypes” and redefine what the brand represents in a rapidly changing market.
In a statement to the media, Jaguar described the campaign as part of a “bold and imaginative reinvention” of the brand. The company insists this is just the beginning of an exciting new chapter and that future campaigns will further define Jaguar’s transformation. While they highlight the preservation of some iconic elements of their heritage, the brand appears intent on taking a “dramatic leap forward,” whatever that means in an ad devoid of its own product. It’s a risky strategy, but Jaguar seems committed to riding out the controversy.
Critics, however, remain skeptical of whether alienating traditional audiences with avant-garde messaging will pay off. The luxury car market, like most sectors, thrives on clear value propositions—not abstract slogans and out-of-place fashion show aesthetics. For a company steeped in a legacy of producing high-performance vehicles, the choice to emphasize identity over engineering has left many questioning whether Jaguar’s marketing team has veered off course. Time will tell if this bold reinvention lands the brand in the fast lane or drives it straight into the ditch of irrelevance.
Copy nothing. #Jaguar pic.twitter.com/BfVhc3l09B
— Jaguar (@Jaguar) November 19, 2024
