You’d expect that other large corporations would have learned a lesson after Bud Light hired Dylan Mulvaney for an ad that blew up right in their face. Some did, to be fair. Others learned nothing, which brings us to Jaguar.
A new, confusingly woke campaign has been launched by the “luxury car” brand to ignite itself. What is conspicuously missing?
The video I watched is so bizarre that I’m not sure what it was about. Judging by the comments, I doubt anyone else understands either. One man dressed in women’s clothes is seen marching along with what looks like a child dressed in drag. The words “delete normal” and “live vibrant” flash on the screen. The phrase “Break the mold” is shown as well with what appears to be a man wearing a dress and holding a sledgehammer. It’s difficult to tell, but it is fair. Which, I suppose, is the main point of the advertisement?
Jaguar replied to those who asked what was going on. They were as vague in their answers as they had been with the original advertisement.
Who is the target audience? Jaguar’s sales are down and they have no cars to show or mention. It’s a decision, I suppose. It’s not a good choice, but it is a decision.
I’m going out on a wild guess and say that this was the work of some Gen Z graduates in marketing who couldn’t accept that their worldview wasn’t widely popular. Whatever one thinks of transgenderism, drag, or whatever else we saw in the ad, focusing on these things won’t help sell products today. If companies want to stay solvent, they should figure this out sooner rather than later. Otherwise, they will continue to try to please the extreme left and suffer for it. It doesn’t matter to me.
Jaguar should produce quality cars at an affordable price (even in the luxury range). It’s not necessary to have a gender-neutral ad campaign that will bring negative attention to the brand. Next time, I might include actual cars. Heck, I will be glad to consult at a nominal cost.
