‘Woke Is Dead’: Jaguar Gets Mocked For Colorful, Car-Free Brand Re-Launch

A rebrand for the luxury car brand Jaguar has inspired an avalanche of criticism online.

The newly released ad campaign includes a colorful commercial of people dressed in vibrant, outlandish outfits. The characters can be seen grabbing sledgehammers, painting over the camera lens, and striking poses as the music plays. 

Copy nothing. #Jaguar pic.twitter.com/BfVhc3l09B

— Jaguar (@Jaguar) November 19, 2024

One of the chief criticisms viewers have is that the ad doesn’t have any cars in it.

Instead, disjointed phrases such as “create exuberant,” “live vivid,” “delete ordinary,” “break molds,” and “copy nothing” appear on the screen.

Tesla founder Elon Musk responded to the ad, writing, “Do you sell cars?”

The official Jaguar X account replied with, “Yes. We’d love to show you. Join us for a cuppa in Miami on 2nd December? Warmest regards, Jaguar.”

The social media account replied to many comments questioning the ad, saying things like, “The story is unfolding. Stay tuned,” “We’re shifting gears, not our purpose,” and “Consider this the first brushstroke.”

Most commenters assumed that the ad signified Jaguar marketing moving in a woke direction. 

“Bye Jaguar, it was nice knowing you, to think, you were once the pinnacle of British motor engineering,” one person wrote.

“I’m not sure you all heard, but we aren’t doing that liberal artsy bullsh** anymore. Read the room,” a second person agreed.

Another reply said, “Didn’t you get the memo? Woke is dead. (And so is Jaguar, by the look of this turd).”

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The ad is part of a huge brand overhaul, which has been described as going in a new EV-only direction.

“Exuberant use of color is a cornerstone of Jaguar’s new brand identity, embedded in its values and its association with art,” it says on the brand page. “Primary colors, born from the painter’s palette – yellow, red and blue – are the tonal building blocks, always presented with texture or movement.”

The car brand’s chief creative officer Gerry McGovern is quoted as saying, “Jaguar has its roots in originality. Sir William Lyons, our founder, believed that ‘a Jaguar should be a copy of nothing.’ Our vision for Jaguar today is informed by this philosophy. New Jaguar is a brand built around Exuberant Modernism.”

He continued, “It is imaginative, bold and artistic at every touchpoint. It is unique and fearless. We are creating Jaguar for the future, restoring its status as a brand that enriches the lives of our clients and the Jaguar community.”

The page also notes that a new concept car will be revealed at Miami Art Week on the week of December 2.