British luxury auto company Jaguar has launched a revamp of its classic brand with a new advertisement that is making headlines on the internet.
The 30-second spot begins with a bright yellow elevator opening to reveal a half-dozen or so bisexual models wearing brightly colored, monochromatic outfits – but no cars in sight.
The ad then shows the models individually, displaying their dramatic costumes with hollow phrases like “create excitement,” “live life,” “delete the ordinary,” “break the mold” and “copy nothing.” goes.
Critics are calling the flop “Bud Light 2.0” after a video resurfaced of the company’s brand strategy director boasting about implementing DEI programs and policies at the company — like gender switching at work.
Bud Light lost billions of dollars in market share last year Disastrous and widely condemned Team-up with transgender influencer Dylan Mulvaney.
Speaking at an LGBTQ awards show last month, Jaguar’s head of brand strategy Santino Pietrosanti lifted the lid. Changing Company Culture – and bragged about implementing a woke agenda in the workplace.
“We have established more than 15 DEI groups like Pride, Women in Engineering and Neurodiversity Matters. We have introduced key policy amendments such as ‘Transformation at Work’ to bring equality and support to communities that embrace individuality as their superpower,” he told an enthusiastic audience at the Virgin Atlantic Attitude Awards in London.
But not everyone is so impressed by the iconic company’s left turn.
The first ad, which received over 50 million views on X, had haters lining up to ruin it.
“Do you sell cars?” Tesla and X CEO Elon Musk sneered in response.
“This is the wrong time for this. I can understand the C Suite being involved in 2022, but you have completely misjudged the moment. ‘Bud Light 2.0,’ columnist John Gabriel wrote.
Many users questioned the intelligence of Jaguar’s marketing team and some even offered some solutions.
“Hi, @jaguar. I fixed your terrible ad. It took two minutes.” One user tweetedwhich attached a fake car advertisement featuring a scantily clad model standing near a black luxury sedan.
“The damage this Jaguar marketing did to a once-iconic brand deserves to be studied.” Another user quipped“Their social team is completely ruining the reputation #Jaguar has built over decades. Stop letting idiot interns hijack brands.
Some users even said that they are considering canceling their Jaguar orders in view of the controversial location.
The company has since put a hold on introducing any new models until 2026, while it prepares to relaunch as an all-electric brand despite declining demand for such vehicles.
