Jaguar Faces Backlash Over Controversial Ad Campaign

Jaguar's recent rebranding campaign has drawn significant criticism following the release of a controversial advertisement that features no cars, instead showcasing a racially diverse group of genderfluid individuals in flamboyant outfits against a surreal backdrop. The ad, which includes messages like 'Create exuberantly' and 'Break molds,' has led to a backlash on social media, with many users, including Elon Musk, questioning the brand's focus and direction. Critics argue that the advertisement represents a departure from Jaguar's traditional image as a British luxury car manufacturer, instead taking on an 'outdated woke branding exercise.' Shares of Jaguar's parent company, Tata Motors, reportedly fell in response to the backlash. Jaguar's Chief Strategy Officer, Santino Pietrosanti, has defended the campaign as part of a necessary cultural transformation, inviting viewers to see more at an upcoming reveal event. Despite the negative reception, some analysts suggest that any publicity is good publicity for the struggling brand as it seeks to appeal to luxury EV buyers.