In a dramatic display of protest against what he called a “woke corporate agenda,” a popular YouTuber has taken a sledgehammer to his Jaguar, documenting the destruction in a viral video. The creator, who boasts millions of subscribers, explained that he couldn’t continue driving the luxury vehicle after the automaker launched a politically charged ad campaign that he felt was out of touch with its core audience.
Adding fuel to his decision, the YouTuber said he was also concerned about the image his Jaguar projected. “I don’t want people to think I’m woke just because I drive a Jaguar,” he explained in the video.
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Jaguar Faces Backlash Over Ad Campaign Highlighting Fashion Instead of Cars
Jaguar’s latest advertisement has ignited a wave of criticism for its unconventional approach, featuring models in flamboyant attire and striking poses but failing to showcase any of the brand’s iconic vehicles. The 30-second spot focuses on abstract themes like “create exuberance” and “delete ordinary,” signaling a rebranding effort but leaving many viewers puzzled about its connection to the cars that built Jaguar’s reputation.
Consumer and Industry Reactions
The ad has drawn widespread backlash, with critics questioning the decision to exclude vehicles entirely from the campaign. Many loyal customers and industry observers have expressed disappointment, arguing that the ad fails to communicate Jaguar’s core identity as a luxury car manufacturer. Comparisons to other controversial marketing strategies have led some to label the campaign a potential misstep, calling it out for being disconnected from the brand’s legacy.
Prominent figures in the auto industry have criticized the ad for prioritizing abstract messaging over tangible product promotion. Observers have noted that the campaign risks alienating loyal customers who associate Jaguar with sleek designs, high performance, and luxury appeal.