Jaguar recently debuted its woke new logo and slogan, "Copy Nothing," featuring androgynous models in brightly colored, over-the-top outfits, including one man wearing a dress, along with other slogans such as "create exuberant," "live vivid," "delete ordinary" and "break moulds." The ad did not feature any cars in its 30-second run. This prompted mockery by social media users including Elon Musk. But the company's chief is apparently not backing down.
Apparently the Jaguar rebrand is part of the company's efforts to attract wealthier customers in its transition to an all-electric vehicle lineup.
Jaguar Land Rover managing director Rawdon Glover defended the British luxury car company's rebranding launch. He denied the ad was meant to send a "woke" message.
While Glover praised the attention around the campaign as "very positive," he said he was disappointed by the "level of vile hatred and intolerance" shown by social media commentators towards the models in the video.
"If we play in the same way that everybody else does, we’ll just get drowned out. So we shouldn’t turn up like an auto brand," Glover told the Financial Times. "We need to re-establish our brand and at a completely different price point so we need to act differently. We wanted to move away from traditional automotive stereotypes."
Critics see the ad differently. There's a growing backlash against far-left woke activism in the popular culture. Many are pushing back against what they see as companies promoting LGBTQ degeneracy and so-called DEI(diversity, equity and inclusion) in place of common sense and merit. The Jaguar ad is "blatant tone deaf woke garbage," as one Gab user put it.
