Jaguar Makes Major Marketing Pivot After Woke Ad Disaster

[rangerrebew]

Jaguar Makes Major Marketing Pivot After Woke Ad Disaster

 By Michael Austin
  March 29, 2026 at 6:15pm
British car manufacturer Jaguar made waves a year and a half ago with an extremely controversial — and extremely woke — new marketing campaign.

That campaign centered on a viral advertisement that included unsettling, gender-ambiguous models, as well as exactly zero cars.

But Jaguar now appears to be pivoting back toward a much more sane approach to advertising its luxury vehicles.

A new series of commercials released on March 16 recalls classic models while also pointing toward the future.

One invokes the E-Type, which was introduced in 1961.

https://www.westernjournal.com/jaguar-makes-major-marketing-pivot-woke-ad-disaster/

[catfish1957]

UK has been a hot bed of wussery forever. 

Why change now?

[cato potatoe]

They should have stuck to making beautiful, unreliable cars for middle age cads. 

[Wingnut]

They should have stuck to making beautiful, unreliable cars for middle age cads.

https://www.youtube.com/watch?v=sPDzlCBGU00

[The_Reader_David]

Different sort of marketing mistake than the bizarre woke androgyny:  reminding the viewer of the great design of old Jaguars, then showing the rubbish design of the new lot will also turn off potential buyers.  Maybe a different lot of potential buyers will be turned off by these ads, but neither set of ads actually attracts a buying demographic, which is what advertising is supposed to do.

[Cyber Liberty]

They should have stuck to making beautiful, unreliable cars for middle age cads.

That's the problem with Jags.  Every person I know who's ever owned one has told me you have to own a second car because the Jag spends so much time at the mechanic's garage.