In the aftermath of President Donald Trump’s victory last month, many Americans have been hoping the next four years will usher in a return to normalcy.
When Jaguar released a bizarre new ad campaign that notably didn’t even include a vehicle, however, it began to appear that some of the “woke” trends of recent years are here to stay.
Comedian Eddie Griffin was among the many prominent figures who ridiculed the automaker, as Breitbart recently reported:
“And where the fuck is the car, Jaguar? Where the fuck is the car? All I’m seeing is some freaks. Where the fuck is the car?” Griffin continued.
The comedian went on to point out that the Jaguar ad also featured “some giant pink rock-looking thing.”
“Y’all lost,” Griffin said, apparently referring to Donald Trump’s victory in the 2024 presidential election. “All you them/theys, and shims, and pronoun mother fuckers. Y’all lost. Now give us a goddamn commercial with a car, Jaguar.”
As Breitbart News reported, Jaguar was slammed and dubbed “Bud Light 2.0” on social media after the luxury company released a promotional video featuring only androgynous individuals clad in bizarre attire that would hardly fit in at a fashion show.
The advertisement also failed to showcase even one vehicle from the luxury car company.
The backlash extended far and wide on social media:
Now THIS is how a logo refresh is done. Absolutely beautiful. Take notes, @Jaguar.
Designed by @AllanPeters pic.twitter.com/uCSmlzy1pK
— Jaimee Michell (@thegaywhostrayd) November 22, 2024
While Jaguar is pushing debauchery, Volvo just put out the most moving, pro-family, pro-life car ad of all time.
This is the way.
— Cabot Phillips (@cabot_phillips) November 21, 2024
Can’t stop laughing at this. People are making fun of @Jaguar‘s awful new woke advert.
Brilliant
pic.twitter.com/gVVYWSMq5t
— Lee Harris (@addicted2newz) November 24, 2024
As The Guardian explained, Jaguar’s embarrassing misstep seems to confirm that Jaguar missed the moment to capitalize on wokeness:
But the main culprit is timing. Swings this big take months to sign off, and back when the concept of this campaign was approved, it must have seemed perfectly of its moment. Various media outlets have dredged up a clip of its “mastermind” accepting an award just one month ago, in which he announces, with a distinct air of self-congratulation, that Jaguar has established a full 15 DEI groups. Righto. There is something ludicrous about a guy poised to roll out cars that are going to start at a hundred grand boasting about being mega-inclusive. It reminds me of the time when Coutts debanked Nigel Farage, stating that they were “above all” committed to being an “inclusive organisation”. To which the only reply is: you’re a private bank where people have to have at least £3m in cash savings to open a current account. WHAT ARE YOU TALKING ABOUT? Do you “include” low income, middle income, or even the vast majority of high income people? Then honestly – pipe down.
Alas, Jaguar seem to have got the piping-down memo too late, declaring this week that: “This is a reimagining that recaptures the essence of Jaguar, returning it to the values that once made it so loved, but making it relevant for a contemporary audience. We are creating Jaguar for the future, restoring its status as a brand that enriches the lives of our clients and the Jaguar community.” OK! Although, counterpoint: you’re releasing a tired mess, two weeks post a Donald Trump election victory, and amid the undeniable sense that there has been a vibe-shift on the era of woke capitalism that has perplexed and delighted consumers for the past few years, in distinctly unequal measure. In some ways, the timing of this ad calls to mind all those Sunday newspaper columns viciously slagging off Princess Diana that – print lead-in times being what they were – appeared in the newspapers just as the world was waking up to news of her death. There had, to restate the point, been a vibe shift.
The effect is to render Jaguar’s new ad an instant period piece. Or to put it another way: while it might have been infinitely less iconic in terms of design, there is a sense in which that lift in the Jag advert really has turned out to be a secret weapon. Trouble is, it’s pointing the wrong way. Jaguar have Trojan horsed themselves.
If you happen to have missed the Jaguar ad or just want to cringe your way through it again, here it is:
This is a Guest Post from our friends over at WLTReport.
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