Once a symbol of British luxury and automotive excellence, Jaguar has veered far from its roots, diving headfirst into the world of woke marketing—and it’s not going well. The latest disaster? An advertisement so baffling and out of touch that it has critics comparing the debacle to Bud Light’s infamous misstep.
The now-infamous ad, titled *“Copy Nothing,”* features precisely what its name implies: nothing of substance. Instead of showcasing the sleek design, performance, or craftsmanship that once defined Jaguar, the ad parades a cast of bizarrely dressed individuals with extreme makeup and avant-garde hairstyles. Cars? Nowhere to be seen. The message? Unclear.
The ad landed with a thud on X (formerly Twitter), where users wasted no time mocking the luxury carmaker’s puzzling attempt to court the woke elite. Critics slammed it as yet another example of a major brand pandering to a niche audience at the expense of its loyal customer base.
“This is Jaguar? Where are the cars? Who approved this nonsense?” read one viral comment. Another user quipped, “Bud Light, Target, now Jaguar. Who’s next on the woke marketing chopping block?”
The backlash was swift, harsh, and entirely predictable. But instead of taking accountability, Jaguar’s managing director, Rawdon Glover, has doubled down, blaming the ad’s poor reception not on its content but on the supposed intolerance of the public.
In an interview with the *Financial Times*, Glover defended the campaign, claiming it was misunderstood and unfairly attacked. “There’s been a blaze of intolerance,” he declared, dismissing the widespread criticism as nothing more than an overreaction from an unforgiving audience.
Glover insisted that the ad wasn’t intended to be “woke,” though it’s hard to interpret it otherwise. With no cars in sight and a focus on abstract visuals, the campaign feels more like a performance art piece than a car commercial.
Critics argue that Glover’s deflection highlights a growing trend among woke corporations: alienating their core audience and then blaming them for not embracing the new messaging.
Once celebrated for its luxurious, high-performance vehicles, Jaguar’s recent branding decisions suggest a company in the throes of an identity crisis. Rather than focusing on its heritage or the innovative technology that could secure its future, Jaguar seems intent on chasing cultural clout among the social media elite.
This move comes at a precarious time for the company. Like other luxury brands, Jaguar faces challenges in an increasingly competitive and environmentally conscious market. But instead of using its resources to address these challenges head-on, the company has chosen to roll out a marketing strategy that prioritizes virtue signaling over substance.
The *“Copy Nothing”* campaign is more than just a bad ad—it’s a warning sign of a brand losing touch with its audience. By blaming public “intolerance” for the backlash, Jaguar risks further alienating the very customers who once defined its success.
If Jaguar truly wants to reclaim its place as a leader in luxury automotive design, it might consider a return to the basics: build great cars, highlight their excellence, and leave the woke theatrics in the rearview mirror.
