Jaguars have traditionally been stylish muscle cars. Just a few years ago, the entire Jaguar product line had big V-8 engines. That was why people bought them. For 20 years I drove Jaguars; actually just two cars, one for 11 years and one for nine. They were great vehicles, and I enjoyed driving them.
Jaguar began going off the rails when it announced that it would transition to an all-electric lineup. At the time, several years ago, that no doubt seemed like signing on to the next big thing. Since then, the EV bubble has burst, and Jaguar has deferred the supposed transition.
That was a fundamental betrayal of the brand’s customers. But this is worse: a woke ad that never mentions cars. Maybe because Jaguar is no longer sure what sort of cars it wants to produce:
Copy nothing. #Jaguar pic.twitter.com/BfVhc3l09B
— Jaguar (@Jaguar) November 19, 2024
The ad is so stupid that there is really no point in deconstructing it. It seeks to align the company with a woke culture that is on its death bed. It tells the consumer nothing about the vehicles Jaguar makes, or why anyone would want to buy them. It gratuitously insults pretty much the company’s entire existing customer base, which consists largely of people like me. How anyone could have thought that the people likely to buy Jaguars are excited by gender confusion is inexplicable.
RIP.
UPDATE: On the other hand, we have this, from Volvo:
Volvo posted a 3 min and 46 second ad on Instagram, shot by Hoyte Van Hoytema, the cinematographer of Interstellar and Oppenheimer.
It goes against every single rule you can think about as a social lead. Length. Format. Over-produced.
Every comment under the ad said it… pic.twitter.com/wkmghuP4ye
— Guillaume Huin (@HuinGuillaume) November 21, 2024
Why you should buy our car.
Notice: All comments are subject to moderation. Our comments are intended to be a forum for civil discourse bearing on the subject under discussion. Commenters who stray beyond the bounds of civility or employ what we deem gratuitous vulgarity in a comment — including, but not limited to, “s***,” “f***,” “a*******,” or one of their many variants — will be banned without further notice in the sole discretion of the site moderator.