British luxury car company Jaguar has launched a radical revamp of its classic brand with a new wake-up ad that has raised eyebrows across the internet.
The 30-second spot begins with a bright yellow elevator opening to reveal a half-dozen or so androgynous models in brightly colored monochromatic outfits, but no cars in sight.
The ads then flashed the models individually, paired with empty phrases like “Create Vibrance,” “Live Vibrant,” “Erasing the Everyday,” “Break the Mold,” and “Copy Nothing.” Show off your dramatic costumes.
Critics are calling the failure “Bud Light 2.0” after a video resurfaced of the company’s brand strategy director boasting about implementing DEI programs and policies within the company, including workplace gender transition. .
Bud Light lost billions of dollars in market share last year due to its disastrous and widely criticized team-up with transgender influencer Dylan Mulvaney.
Speaking at last month’s LGBTQ Awards Show, Jaguar’s head of brand strategy Santino Pietrosanti boasted about pulling back the curtain on the company’s changing culture and implementing a woke agenda in the workplace.
“We have founded more than 15 DEI groups, including Pride, Women in Engineering, and Neurodiversity Matters. “We have embarked on major policy changes, including ‘transfers in the UK,'” he enthused to a cheering audience at the Virgin Atlantic Attitude Awards in London.
But not everyone is so impressed with this iconic company’s left turn.
Its debut commercial, which has been viewed more than 50 million times on X, had haters lining up to throw it in the trash.
“Are you selling cars?” responded Tesla and X CEO Elon Musk.
“This is really the wrong timing. I can understand why executives would get caught up in this issue in 2022, but you’ve completely misread the timing. Bud Light 2.0,” columnist John Gabriel wrote. There is.
Many users questioned the wisdom of Jaguar’s marketing team, and some suggested some solutions.
“Hello @Jaguar. Fixed your terrible ad. It took 2 minutes,” one user tweeted, attaching a fake car ad showing a scantily clad model standing next to a black luxury sedan.
Another user said: “The damage Jaguar marketing has done to a once iconic brand should be studied.” “Their social team is completely ruining the reputational capital that #Jaguar has built over decades. Stop letting stupid interns take over your brand.
Some users even said they were considering canceling their Jaguar orders in light of this controversial spot.
The company has since suspended the introduction of new models until 2026 and is preparing to restart as an all-electric vehicle brand, despite declining demand for all-electric vehicles.
