After Bud Light contracted Dylan Mulvaney, a “transgender influencer,” for an ad campaign that blew up in the company’s face, you’d think other major corporations would learn some lessons. To be fair, some did. Others, not so much, and that includes Jaguar.
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The “luxury” car brand has decided to set itself on fire with a new confusingly woke ad campaign. What’s conspicuously absent? Any mention of cars.
Copy nothing. #Jaguar pic.twitter.com/BfVhc3l09B
— Jaguar (@Jaguar) November 19, 2024
I have no idea what I just watched, and judging by the replies to the video, I don’t think anyone else does either. At least one man in women’s clothing is marching around along with what appears to be a male child in drag. The phrases “live vivid” and “delete ordinary” flash across the screen. “Break moulds” (that’s not a typo on my part) is also shown with what looks like a man in a dress holding a sledgehammer. To be fair, though, it’s hard to tell. Which I guess is the point of the ad?
Jaguar responded to some of those asking what the heck was happening. Their answers were just as vague as the original ad.
The future.
— Jaguar (@Jaguar) November 19, 2024
Think of this as a declaration of intent.
— Jaguar (@Jaguar) November 19, 2024
Who exactly is this appealing to? Keep in mind that Jaguar’s sales have been declining for years, and their solution is to suggest that gender is ambiguous and undefined while not mentioning or showing any cars. I mean, it’s a choice, I guess. It’s a bad one, but a choice nonetheless.
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I’m going to go out on a limb here and guess that this is the handiwork for some Gen Z marketing graduates who can’t accept their worldview isn’t broadly popular. Whatever one personally thinks about transgenderism, drag, or whatever the heck we saw in that ad, leaning into those things doesn’t sell products in today’s market. Companies should probably figure that out sooner rather than later if they want to remain solvent, or they can keep trying to please the far left and suffer the consequences. Doesn’t really matter to me.
What Jaguar should do is produce good cars at a reasonable price (even within the luxury spectrum). They don’t need a gender-fluid ad campaign drawing negative attention to their already fledgling brand. I’m just spitballing here, but maybe include some actual cars next time. Heck, I’ll be happy to consult for a nominal fee.
