Jaguar MD Defends Brand’s Latest Ad, Says Campaign’s Message Lost ‘In A Blaze Of Intolerance’. See Full Video Here

The British luxury carmaker’s latest promotional video went viral as it didn’t feature any vehicles, rather had models posing in brightly coloured outfits

MD Rawdon Glover said that the advertisement wasn’t meant to be a ‘woke’ statement as some critics claimed.

Source : Pexels

In the world of digital advertising getting more creative by the day, Jaguar recently received criticism for its unique rebranding ad. The British luxury carmaker’s latest promotional video went viral as it didn’t feature any vehicles, rather had models posing in brightly coloured outfits.

The campaign, released on November 19, received a lot of critique on social media. Responding to the online critics, Rawdon Glover, managing director, Jaguar told The Financial Times that the brand’s intended message got lost in ‘a blaze of intolerance’. He noted that the advertisement wasn’t meant to be a ‘woke’ statement as some critics claimed.

Copy nothing. #Jaguar pic.twitter.com/BfVhc3l09B

— Jaguar (@Jaguar) November 19, 2024

The executive called out trolls online for spreading ‘vile hatred’ and ‘intolerance’ in light of the campaign. Glover said that Jaguar intended to stand out from other auto companies with its new campaign.

He said, “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. We need to reestablish our brand and at a completely different price point, so we need to act differently. We wanted to move away from traditional automotive stereotypes.”

Amongst the major critics of the ad included tech billionaire, Elon Musk, who openly responded to the ad on social media and sarcastically asked, “Do you sell cars?” Responding to the same, the automaker said, “Yes. We'd love to show you. Join us for a cuppa in Miami on 2nd December? Warmest regards, Jaguar.”

Other users also raised questions about the campaign. One individual noted, "What is this a commercial advertisement for?? Clothes? Art? Bright colors? Is it supposed to be a United Colors of Benetton ad?? I thought Jaguar was a car brand, yet there's zero recognition of any car in this advert. What is this advertisement for??"