I chronicled the disastrous, confusing, woke rebrand of Jaguar back in late November and early December when they rolled out the company’s cringe-inducing commercial and copycat vehicle redesign. Things were bad then for Jaguar and they’re much worse now. It’s so bad they’re firing the ad team that helped shape the company’s new, rejected reimagining.
Start here. (READ)
Jaguar plans to replace its advertising agency, following disastrous woke rebrand.
Jaguar Land Rover has launched a review into its current advertising agency following widespread criticism of its DEI ‘woke’ ad campaign and is now actively seeking to replace them.
The company saw sales plunge more than a quarter in 2024 and is now desperate to salvage its reputation.
Source: Daily Mail
Now, relive the cringeworthy commercial. (WATCH)
Jaguar plans to replace its advertising agency, following disastrous woke rebrand.
— Oli London (@OliLondonTV) May 9, 2025
Jaguar Land Rover has launched a review into its current advertising agency following widespread criticism of its DEI ‘woke’ ad campaign and is now actively seeking to replace them.
The company… pic.twitter.com/WdOFLJWKvR
This Jaguar ad was the biggest New Coke in the history of Bud Lights.
— Heartland Grump (@heartland_grump) May 9, 2025
How did ANYONE think this would would have ended any other way? 🤦🏻♀️
— Lisa (@politeracy) May 9, 2025
I saw it, you saw it - EVERYONE saw it! Well, except the idiots at Jaguar who are infected with the woke mind virus.
It’s obvious that woke, transgender-embracing consumers are a tiny sliver of the car-buying market. Throw in the high cost of Jaguar’s cars, and that sliver becomes a speck.
Recommended
Didn't they say they didn't care about the backlash and they didn't want "those kind" of customers anyway? What gives?
— ChereneSyth (@ChereneSyth) May 9, 2025
That's just the PR team standing behind the marketing campaign.
— The Coffee Frog 🎗 (@thefrogcoffee) May 9, 2025
Woke people didn’t buy their cars, & neither did their core market whom they alienated.
— Biggus Dickus (@cwack_wegion) May 9, 2025
They assumed the woke people would have taken up the slack but I guess they were too broke to buy jaguar
— ANour (@ANour1822) May 9, 2025
You try buying a Jaguar on a barista’s salary, after deductions for nose rings and blue hair dye!
— Adam Gantz (@gantz_adam42893) May 9, 2025
Most can’t afford shampoo, much less an economy car - expensive, luxury cars are simply off the table.
It’s insane that Jaguar jettisoned their longtime target audience for the money-strapped unicorn and rainbows crowd.
[Ad Agency]: So who is your target audience?
— PUBLORD (@publordhodl) May 9, 2025
[Jaguar]: Well, 95% of our sales are to middle-aged heterosexual white men.
[Ad Agency]: We have just the right idea for you. pic.twitter.com/tue28dTBGl
This is exactly the issue.
— Baron Von Tweetz (@rationalhumanis) May 9, 2025
Even in the best case, being the luxury car for BIPOC genderqueer nonbinary pansexuals is an audience of like 100 people in the world 😂
They sell it as "expanding the brand"
— Ron Smith (@Ubertag90210) May 9, 2025
We call it ‘obliterating the sales’ and ‘destroying the brand.’
You’ll remember Jaguar’s CEO saying the rebrand could overcome consumer ‘hate’ for the company’s bizarre, 'brave' new direction.
The CEO, Adrian Mardell, defended this ad when it first came out claiming the negative reaction was due to "intolerance" and "vile hatred" and that the ad wasn't "woke" but an effort to stand out and redefine the brand's identity. LMAO
— Stephen (@sworland11) May 9, 2025
Well, he wasn't wrong! We hated it & creepy gender ideology, & are intolerant of effeminate flamboyant shite that no car loving individual except a millionaire musician would appreciate, ICE or EV.
— Alex Blok (@AlexBlokPi2539) May 9, 2025
Looking forward to new hetro ad. I understand from inside info, car is fantastic.
He should be tazered then fired.
— Paul Richards (@ric94401913) May 9, 2025
I think a firing is in order. But, tazing might be a bit too far. No matter what Jaguar does, it’s going to be hard to bounce back from that ridiculous gender ideology-infused ad.
