Jaguar has landed itself in the hot seat with its latest advertisement, sparking widespread criticism for being excessively “woke.” Comparisons to Bud Light’s ill-fated partnership with Dylan Mulvaney were quick to surface, as the luxury automaker rolled out a 30-second spot featuring androgynous models in flamboyant, brightly colored outfits. Strangely missing from the ad? The actual cars that Jaguar is supposed to be selling. Instead of showcasing sleek designs or roaring engines, the campaign seems to prioritize abstract messaging over the very product that built its reputation.
The tagline, “copy nothing,” encourages viewers to embrace the unconventional with vague calls to “live vivid” and “break moulds.” Unsurprisingly, this avant-garde approach has triggered a wave of backlash. Social media erupted, with high-profile figures like Elon Musk sarcastically questioning whether Jaguar still sells cars. The comments section became a battlefield, with critics accusing the brand of falling into the “go woke, go broke” trap. Jaguar, however, didn’t back down, offering equally cryptic responses like “Go hard” to its detractors, further fanning the flames.
Despite the uproar, Jaguar’s leadership is standing firmly behind the campaign. Rawdon Glover, managing director of Jaguar Land Rover, dismissed the backlash as an overreaction fueled by “vile hatred and intolerance.” He defended the ad as part of a broader strategy to redefine the brand and move away from what he described as “traditional automotive stereotypes.” While Glover claims the campaign has received positive feedback, that narrative seems at odds with the avalanche of criticism flooding social media. Nevertheless, he argues that the brand’s reinvention is necessary in a changing market.
Jaguar issued a statement calling the campaign a “bold and imaginative reinvention,” describing it as the start of an exciting new chapter. The company insists that it is preserving elements of its iconic heritage while taking a dramatic leap into the future. What this leap entails remains unclear, especially in an ad where the product itself seems like an afterthought. While it’s commendable for a brand to push boundaries, one has to wonder if alienating core audiences in favor of abstract art is a winning formula for selling luxury cars.
Critics are skeptical, and for good reason. The luxury car market thrives on delivering clear value—performance, design, and status—not on vague messaging that leaves potential buyers scratching their heads. Jaguar’s decision to prioritize identity and artistic expression over showcasing the very vehicles that define its legacy has left many questioning whether the brand’s marketing team has lost the plot. Time will tell if this gamble pays off, but for now, Jaguar risks trading its fast-lane reputation for a collision course with irrelevance.
