Woke is over, but not everyone has got the memo yet.
Keir Starmer will probably be the absolute last one to go. Hunched over in his bunker, spitting orders to a handful of desolate generals about a display on postcolonial history at a small Welsh museum.
And next to him will be Jaguar. The iconic company has chosen to ruin its logo, and release the most ill-judged advert since Bud Light decided what the hard-working American man would connect with was a mentally ill bloke pretending to be a little girl.
The ad is the kind of typical woke fare that we have endured for years, but which is now widely and aggressively hated by virtually everyone (at the time of writing it has 5.4k likes on X vs 40k replies, i.e., an extremely brutal ‘ratio’). Various gender non-conforming, mainly non-white people prance around in a manner Meryl Streep in The Devil Wears Prada would tut at before instantly bankrupting the designer. No cars are featured.
Adverts are designed to tap into our psychology and emotions, and this certainly achieves that, though the feelings are predominantly anger and revulsion. We instantly read it as lecturing, anti-white and vaguely promoting gender surgery (one of the actors looks too much like the horrific photos we have seen of women who have been convinced to cut their breasts off). There’s also the added frustration that, even after the crushing defeat of woke that Trump’s victory partly represented, these companies continue with this kamikaze mission.
And it really does seem to be their mission. The Mail calls it “a radical electric rebrand that [Jaguar] concedes won’t appeal to the majority of its traditional customers”.
This ‘alienate your customers’ strategy seems like insanity to anyone who still believes companies are there only to make money. But as we now know, woke capitalism is about reinforcing the ideology of the Regime above all else. Destroying a beloved brand is just another sacrifice to the false god of Woke.
This isn’t necessarily a top-down directive, of course. As Auron McIntyre points out in his book The Total State (and my recent podcast), middle managers and ‘creatives’ at these corporations have their own goals, namely to pursue their own careers, which will inevitably mean transferring to other companies that also follow the same woke speech codes. Destroying the share price of their previous employer may not actually impact their career in the way that being caught with the ‘wrong’ views definitely would.
On that note, X has hit upon Santino Pietrosanti as the main culprit this time, much as Alissa Heinerscheid seemed to be to blame for the Bud Light fiasco. I have no idea if Pietrosanti is actually to blame, but he is described on Jaguar Land Rover’s website as “U.K. Brand Director”, and, as X has picked up on, was responsible for this incredibly woke speech at the Attitude Awards 2024.
Pietrosanti states that Jaguar is “committed to fostering a diverse, inclusive and unified culture that is representative not only of the people who use our products, but in a society in which we all live”.
Garbled syntax aside, the intention is clear: screw the customer, we have larger ideological goals.
Further proof of this mission could be found on X, where in response to one of the thousands of negative comments, Jaguar called the ad “a pivotal moment”, revealing it was immune to reality and very much high on its own supply. It also said it was a “declaration of intent”. That intent being, apparently, to destroy the company.
Elon Musk also weighed in, noting the lack of cars in the ad. While it was fun to see Elon violently ratio this woke garbage, oblique marketing is hardly new. I can live with a bit of pretension as long as it isn’t based on the assumption that I’m evil just for existing.
Still, car customers mainly want a cool looking car that performs well, so it would have been a good idea to put one in there, as this X user demonstrated by literally making a better ad (with far more likes) in minutes.
Woke is dead, I insist, and we are in the MAGA moment. But while the message has reached everywhere from John Lewis to Miss Universe (the former borrowing from C.S. Lewis’s magical wardrobe, the latter reverting to hot blonde girls) it will take a while to drain the swamp of woke self-satisfaction from every single company.
Their choice will be to adapt, or die in vain as woke martyrs.
This piece was first published on Nick Dixon’s Substack. You can subscribe here.
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Nick Dixon’s article on the appalling Jaguar advert shows the incredible power of Globalist Brainwashing on a massive scale.
Here are the real-life results of that brainwashing: selfie photos of beautiful young Ethnic European women in America, with their fatherless children…
https://pbs.twimg.com/media/GQb_AOxaYAEQ7FC?format=jpg&name=large
But, but.. advertising is all about encouraging people to buy your stuff because it is better than the competition. That is distinctive, exclusive and separate from boring old conformity.
Can’t say I’ve seen many adverts for cars that don’t actually feature a car. This could just as easily have been an ad for United Colours of Bennetton, just with a generous dollop of cringe.
Agreed or an Ad for Persil washing powder for colours.
I bet it’d be funny to hear Jeremy Clarkson and the Top Gear gang’s opinion of it though.
Someone said there was the rear view of a Jag at the end of the ad. How fitting that we should see the back of Jaguar after watching the ad
Yes. It’s a car – not psychobabble.
They are compelled to do it. It is complicated but they are you can read about it. I thought a Jaguar was a elegant slightly dangerous and raffish James Bond sort of car. From a marketing perspective this isn’t just misguided it can only be designed to undermine sales because who would buy a car after seeing this? It is the very antithesis. I can’t think of a single category of people even in a society as sick as ours that this sort of thing would appeal to.
Miserable looking bunch of mentally ill people.
Miserable looking bunch of mentally ill people.
The guy in red’s giving off Boney M vibes…”She’s crazy like a fool…Wild about Daddy
Cool?” 
You can say that again!
It looks like a Star Trek casting call.
I think they took inspiration from the Paris Olympics.
Off-T but worth a read in order to understand the cloth-eared plonkers inhabiting our capital.
https://thecritic.co.uk/when-the-farmers-took-on-starmer/
The author James Price is so adrift of reality it is unreal. He reluctantly concedes that maybe, possibly the IHT attack on farmers is perhaps an attempt to do away with family farms.
Go back to sleep lad because crap journalism such as this we can do without.
Lunacy.
As the article states – where are the cars?
Will. Never. Buy. A. Jaguar.
For me that was true before the advert. I don’t think I’d have bought one even if I’d won the lottery (which is very long odds as I don’t buy lottery tickets). Just not appealing to me – even less so now.
Perhaps I’d have had a Morse-style one but that’s no good for JLR’s sales.
Didn’t Trump say something like “everything woke touches turns sh*t”…?
It has to play out at the end of it all. Beer, luxury cars, basically anything that smacks of a man wearing a leather jacket with whisky and tobacco breath. Has been undermined for decades. Brut 33 is a pale imitation of its former self. When a man walked into the room wearing Brut or Old Spice then you took notice. The Milk Tray man, The Saint, slowly they were taken from us. Even as harmless a character as Benny HIll felt that he was no longer welcome in this country towards the end of his career but we thought we were moving into some bright new and improved future. It definitely isn’t just a phenomenon of the last decade.
Ever since Jaguar announced that they will produce just EVs, I’ve realised this is a company doomed to fail. Their current sales reflect this already. Goodbye – it was good while it lasted
Hear hear
Especially since sales of battery powered cars are cratering and hybrids with an engine that drives it are poor on economy when the battery is exhausted so only any good as local runarounds.
A lot of American bankers and politicians have gotten out in the last 24 hours and gone to the southern hemisphere or Hawaii. Even Kamala apparently. They are doing it because they have the money and they read the signs. If you have relatives in Australia it might be worth giving them a call. Except that they are part of the same apparatus. This situation could’ve been easily avoided that it the most important thing to bear in mind.
Imaging being young and condemned to living in an ideological box where you are never going to get a woody? No wonder they are all a bit nuts.
I love my F-Pace P400; but it’s the last Jaguar I will own. Brand suicide; didn’t Bud Lite teach them anything? These sick weirdos are a cancerous scourge.
Well apparently the bud Lite fiasco was going to be used in courses on marketing but I assumed it was what not to do, not something to aspire to.
Unless they deliberately want to run the company into the ground, it’s hard to a see what they want to achieve with this ad.
This doesn’t make me want to buy a Jaguar, or indeed any other car. This ad makes me want to not buy a Jaguar car.
What self respecting man would buy one now? He’d be a laughing stock down the pub or golf club
First model ” Budlite Coupe “
Well, one of the most famous owners of “two” Jags has just died.
I hope he didn’t see the new ad.
Mind you, when I was growing up up in the 60s, 70s and 80s the standing joke for jag owners was that you always needed two.
One on the road, one in the garage being repaired. They were so unreliable.
I think he must have seen it and just given up hope
Testosterone free zone
There is no way this ad would have made it out to the Public without sign off from senior management, such a rebranding if the Marketeers can truly believe its that! would have taken months to produce, used a large budget, and an agency, it would have been viewed by the CEO and senior execs. One has to question what exactly is the senior management team about?, it clearly has not understood its core market, and even if it does it very obviously wants them gone, well they certainly achieved that. So now they must recruit new customers, presumably they are seeking to persuade the sub 40/30 age group, who have high discretionary income, who like virtue signalling through owning an electric car, who are subscribers to net zero, trans ideology and don’t already own a premium brand electric car.
Good luck with that one. Personally as a retired senior exec if I had let this one out the door, and displayed the very obvious contempt of my companies brand history and its loyal customers I would be clearing my desk now and getting my coat. The owners of JLR need to get on a plane from India and sack the lot.
Clearly no one was brave enough to say it was bollox
Grandad was a mate of Bill Lyons, Jaguar’s founder, in 1921.
They used to wash cars together.
Bet Bill is spinning in his grave right now!
Geoff Buys Cars podcast on Jaguar’s Woke Suicide is hilarious. Glad I don’t have any Shares in the company.
https://www.youtube.com/watch?v=TQ1XSE8QRhE
Um… I used to be embarrassed to admit to owning a Jaguar, because I so fitted the stereotype of the bald, ageing man having a mid-life crisis. What fresh hell does THIS represent? Is some kind farmer going to set aside a large field somewhere, where thousands of shame-faced owners can quietly abandon their cars under the cover of darkness…?
Obviously the last straw for Johnny 2 Jags Prescott RIP
I really really love my XJRS 575, easy on the eye and oh boy what a pleasure to drive. It is a design classic like so many other Jaguars over the years. Recently they decided to remove the XJ model as an option with no equivalent replacement. I realised they must be losing it when they decided to do that…Obviously a bit too ‘FAR RIGHT LOOKING’ for the current crop of marketing pantywaists at JLM Head office.
Now this! FFS
I will never own another Jaguar! I no longer even want to be associated with the brand. Its embarrassing.
They have shot themselves in the face IMHO.
Ironic we say good bye to ‘Two jags’ John Prescott today. He’d have swung a punch in their general direction ..
It is meant to be “provocative” because it will create lots of publicity “free” – the assumption being all publicity is good publicity.
But – they think they are riding the crest of the wave, but they missed it.
People are just fed up with the nonsense.
But who exactly are the target audience for this trash? Certainly not people who would buy a Jaguar.
Fail.
See how easy it is to destroy your own company
all the macho guys I know who drive a “jag” will drop it in a ny second when they get a whiff of this advertising nonsense. Adios “jag”.
I’ve bought my first jag!
Loving it