The Jaguar backlash - Is 'woke capitalism' dead? | The News Agents

[@Cohen.the.Worrier]

Well, if I were a Jag car -salesman- salesperson, I wouldn't be too thrilled about the add. They're selling cars, show the car. Put in a _woke_ driver if you want, but show the car. It's not rocket science.

[@Payteer]

The cars haven't been revealed yet. It's about changing the brand and getting you talking. Yes, regarding salespersons, I've been in many car showrooms as I'm looking for a new car, and there are a mix of genders there, not just men. If you only want to live in a world of men, become a monk.

[@Adepalady999]

They mention the Boots advert and representing everyone who shops in Boots, however the advert has no white women and especially white men (apart from lazy Santa)

[@andrewlusty5584]

If i was a salesperson working for Faguar I would be looking for a new job.

[@gtc9966]

4:12 …you think the is ad is gonna go down well in China and India? Interesting.

[@frankr111th]

🤦🏽‍♂️

[@bikergirluk8059]

You’d think they’d have different ads for different countries/regions… now there’s an idea no one ever thought about 🙄

[@enwins]

I am a motoring journalist with inside info on the Jaguar story... Sadly (and this is a British management issue, not the Indian owners) the desperation to modernise the image will date too quickly. The new electric cars are over a year late. They have wasted a lot of money changing direction on what kind of electric cars they will make. The XF and XE were great cars ignored by Farage and his mates in favour of German brands and the Jaguar management focused on Land Rover and let Jaguar wither on the vine. Going electric is inevitable but they need to properly back and believe in the brand. Land Rover sales have boomed on the back of the SUV fad and fads wane. But re-design the cars. Don't bury the logo. Nothing dates faster than current fonts and fads

[@ryuhayabaker]

100% - it's a logo that is very much dated to this period, which is the naffist thing you can do as a brand. It doesn't look like it's futuristic, it looks like it's a vape shop in 2024.

[@turbokadett]

I agree, I spent 5 mins with Chat.gpt's Dall-e 4 and the results were far better than their current rebrand, dodgy words in signs included. I put a link in my previous but it was deleted. I'll try again in a reply below...

[@lutherblissett9070]

@@turbokadett KZbin tends to hide posts with links to limit spam.

[@frcluc]

It was clear to the entire world that the product needed an overhaul, not the brand. The brand's font is the same used by Dyson.

[@wombleingfree]

Anyone under 50 seeing the original Jaguar growler logo just thinks of aging divorced dads and naff used cars. If you want the brand to survive at all it needs this kind of do or die overhaul because it was terminally ill anyway

[@aintreecat]

Thanks for having an expert's view from Richard Huntingdon of Saatchi & Saatchi. At times like this, cool, calm comment is exactly what you need. Well done NE!

[@stevetaylor5815]

There's nothing radical about an electric Jaguar. They've been making the I-Pace since 2018.

[@MrGchiasson]

I've been 'marathon watching' old Jaguar car commercials..each one a beautiful video art. Masculine power, elegant, classic styling, quality, engineering & built for the 'quality man'. Compare decades of that with this woke fiasco...a nauseating betrayal of a classic brand.

[@IronThreads333]

Somewhere they've made a calculation that their core audience needs to drastically change and they want to move away from their old-boy silver-haired image. This is probably clever to get everyone reacting to their silly 80s modern art, so they can then push out a new aesthetic. The problem is, it's not original. That's what annoys me. It might as well be a Renault Clio.

[@RichWoods23]

Nicole?

[@dds94]

There’s not a car because it’s a ad for rebranding not a car ad, it’s been designed to causes controversy no one cared about jag 2 weeks ago the car ad will be very different

[@allenmontrasio8962]

Don't read too much into the Jaguar rebranding. They are *not* going to sell £150k luxury EVs to the demographic they're targeting. These people don't even like cars.

[@1maico1]

Copy nothing is a quote from the the companies original founder William Lyons who said "'A Jaguar should be a copy of nothing''

[@TheGbitte]

The Ad copy Apple

[@lojolondon3531]

Someone please advise Maitlis the "investigative journalist" that an electric Jaguar is NOT RADICAL, because the i-Pace has been on sale since 2018.🤣🤣🤣 Seriously - could she get a job ANYWHERE except the state broadcaster??

[@Payteer]

You're so wrong. Jaguar is going total electric, not just one model as was before, so she is correct.

[@lojolondon3531]

That is not what she said. Listen to the first 7 seconds. She needs educating.

[@petrtr7602]

What did your ancestors fight for? What will your legacy be? Colorful Teletubbies? You have lost a car brand, you have lost a piece of tradition, history and the legacy of your ancestors...

[@ryuhayabaker]

I don't care for the ad, ads are supposed to generate discussion and more people have spoken about Jaguar now than have done for years, but the new logo is very dated to this period and looks really cheap. I would have expected this from Peugeot or Skoda

[@neilgodwin6531]

Look at the moral panic over the Tango ads. Or Cadbury Flake. Sales soared

[@david1731048]

Apart from the actual word "Jaguar", they're basically launching a brand new company. They're literally stopping production of all but 1 current model and re-launching in 2026 as an all electric car company with all new models. Why not just retire Jaguar and invent a new brand?

[@RichWoods23]

Because they want the best of both worlds and are hedging their bets.

[@declanwalsh3216]

A historic brand that made E types, C types, D types, Mk 2, XJ, XJS XK120 etc. Enthusiasts are not wanting 2.5 tonne electric suv’s

[@Payteer]

@@declanwalsh3216 A comment from the Anti-EV brigade; still living in the unsustainable past. Have you heard about climate change, mate? It's happening around you as we speak.

[@frcluc]

If you're covering the Ireland parliamentary election, could you also cover the Iceland parliamentary election the next day? Also, please don't do the flash mob dance; this is not 2010.

[@declanwalsh3216]

Can’t imagine Arthur Daley driving a 2.5 tonne electric suv Jag or being associated with the woke culture

[@ura9390]

They dont want Arthur Daley, they want Agatha Doolahly from Planet Woke 🏳‍🌈

[@jamesives7890]

i dont care, im 23, and my dream car is still a Jaguar

[@lizabrown6458]

It’s not an ad - it’s a brand video - why is anyone bothered?

[@JohnHaveaguessGoogle]

What is the brand Jaguar's single friggin product???

[@garybradley2171]

Hoisting the “woke” petard is guaranteed “viral” coverage in all media and platforms. No one offended by this bonkers video is going to be one of the “early adopters”, that are needed in their tens of thousands for the company to stand a chance of surviving until the following generation of cars are produced and/or mainstream adoption occurs. I’m not sure it will work but I think it’s a very brave and logical gamble.

[@declanwalsh3216]

You are obviously not a motoring / Jag enthusiast

[@lizabrown6458]

@ well I am not really that interested in this being “news” everywhere I guess - but what it has done is create a lot of publicity so for all the jag enthusiasts out there I hope the car meets you expectations. My Dad had two vintage jags back in the day. (Confession - I dont even drive!)

[@lizabrown6458]

@@JohnHaveaguessGoogle well it is a teaser - it isn’t meant to tell the whole story - they are just trying to get attention and this they have done….

[@Denise1create]

To the Right, the term 'woke' seems to be suffering from ever expanding concept creep. Soon saying "thank you" will be woke too.

[@GCNix]

Funny... countries like Hungary were very happy to let Brussels foot the bill to build up their infrastructure etc.

[@alannorman4097]

You mean they were self-interested rather that having any deep felt love of the European political vision. Sounds quite rational to me.

[@Payteer]

@@alannorman4097 Selfish, you mean.

[@alannorman4097]

@@Payteer Yes on one level you are right but its about 'real politique' and national interest trumps all. When Germany tightened border controls to the criticism of its neighbours it did so out of national interest not the EU's.

[@debbiegale9076]

In the books Morse drove a Lancia.

[@121zoso]

If it works , it’s a genius move by all involved. If it’s a disaster , the CEO will carry the can . Time will tell I suppose.

[@TheOracleNetwork1]

There is no way it can work. It is dogshit.

[@ministry2627]

It obviously won't work.

[@neilgodwin6531]

​@@TheOracleNetwork1So why are you crying? It's not your campaign, and you are not the younger/ early middle aged demographic they're looking for. Go fill your pipe with baccy and read a book. Or the Daily Heil

[@Cohen.the.Worrier]

"If it’s a disaster , the CEO will carry the can" If it’s a disaster , the CEO will -carry the can- be handed a golden parachute and workers will be fired. There, fixed it for you.

[@jimblamire3312]

Don't be daft it has already destroyed an iconic brand, no going back now.

[@1dkappe]

How many people in Farage’s constituency can afford a Jag?

[@isabellewhite3505]

Fartage has spent more days in America than he has in Clacton.

[@anthonyr587]

bizarre take. Jaguar are getting slaughtered the whole globe over not just one tiny place in England.

[@helipeek2736]

As transport or accommodation?

[@declanwalsh3216]

I sold a 2016 XF last month for €3,000, so not very expensive. They loose so much money because they are not a poor product

[@neilgodwin6531]

Farage has a constituency? Ah yes, I remember, used to be a seaside resort

[@janetsanders5356]

Hilarious on so very many levels

[@cunawarit]

I don’t understand why the advert is being labeled as “woke.” It’s simply a poorly executed ad-dorky, pretentious, outdated, and completely misaligned with the brand’s image. They clearly tried to take a different approach, but it fell flat. You’re absolutely right that a brand like Jaguar cannot rely solely on UK sales; the market is too small to sustain them. Historically, Jaguar had a strong identity rooted in its legacy, but that has been severely eroded over the past few decades, with their cars failing to meet the mark. There is still potential for Jaguar to revive its brand, but their window of opportunity is narrowing. You can’t neglect a name for so long and expect it to retain its value indefinitely. It’s time for a bold and well-executed comeback, or they risk losing what’s left of their heritage. And again, dorky is a better word than "woke" for that advert. I think you are overthinking this, the advert is just bad, aesthetically gross. Car buyers don't want to be associated with weirdly dressed models with strange haircuts. At least not the masses, it may work for a very niche and premium brand as pointed out.

[@tonymurphy9795]

It's woke because the characters are freaks, not a normal White male among them.

[@ura9390]

the DEI on steriods is why its widely seen as woke. The only white men in it wear dresses

[@Pobotrol]

Want a Jaguar electric car that I will never be able to afford. Thanks guys.

[@jeffreyjoshuarollin9554]

If Nigel Farage is whining about what Jaguar are doing, there can’t be much wrong with it.

[@isabellewhite3505]

Fartage has the time to moan about an ad, but doesn't have the time to visit his clinic in Clacton. I hope his constituents are noticing

[@jidofole]

😂

[@jidofole]

@@isabellewhite3505😂

[@anthonyferris8912]

I probably wouldn't decide the merits of an marketing campaign based on that.

[@individualmember]

Agreed

[@kateshaw8334]

They should have re-released the old cars ... but electric. There has been huge demand for a Tesla roadster -- now the Tesla brand is toxic, Jaguar should have stepped into that space.

[@funkhouse5936]

Emily is in a different class so much intellect and the X-factor The whole crew are special

[@Futureshucks]

This is absolutely vital journalism. With all the incredibly trivial wars, suffering and upheaval all around the world it's pivotal that subjects like this are given the time and space they deserve. Oh no, wait you're talking about an advert and a bonnet/hood ornament.

[@leeharris7727]

Why not divert some anger at the waste of space MP that started this debate by shaking his fist at the moon?

[@declanwalsh3216]

They are talking about wars / elections non stop. There are other things to talk about. I take it you’re not a motoring / Jag enthusiast

[@spudster561]

I'm a Jaguar owner, I've loved the brand since I was a child. I'm remaining optimistic about what they're doing. The teasers they've been putting out after the ad make me think the cars could look incredible.

[@maxplanck9055]

I thought their cars were unreliable and the build quality was poor and not worth their price ✌️❤️🇬🇧

[@Payteer]

Automotive reporters don't understand that EVs are a different machine from fossil fuel cars; you can't compare them.

[@tom_123]

Is this topic really worth a whole episode?

[@declanwalsh3216]

Yes, it’s Jags

[@bobbyb379]

A rebrand won’t save them. They’re dying as a product - no one wants them. Too expensive to be affordable, too mainstream to be a high end product that competes with Ferrari or Lamborghini

[@declanwalsh3216]

They were never usually targeting those two except for E type and XJS. The usual market was S Class/ 7 Series and RR / Bentley

[@turbokadett]

For people in automotive circles it's got nothing to do with woke, its just such a bonkers, poorly judged rebrand that tosses out heritage, reputation and coolness. And why are the EV models being dragged in to this? Why is a vehicles motive power being assigned political and perjorative terms? The "Woke" part comes from the smoothbrains who are stimulated by the bright colours and diverse cast. In a pre-Trump pre-"Woke" world there was a lot of talk about trying to appeal to the "Pink Pound" which was a group that were less likely to have children and more disposable income for various reasons. The wider media embracing the "Woke" term is a sign of severe brain rot; anyone cogniscent of an individuals right to be whatever they want to be is not "Woke", they're just a basic effin' human being with a modicum of empathy; something that's vital for any effin' society to function correctly.

[@weswheel4834]

Surely the point was to get everyone talking about it, so it worked? "It doesn't have any cars in it!" - Fine, go lookup what the car looks like if you're that interested. Seems to have been a success to me.

[@At0micFruit]

This! I haven't seen the ad and this is the first I've heard of it, from the News Agents of all people! So if they were after exposure I'd say it's more than worked

[@endintiers]

Yeah....Nah.

[@trimegistus]

I dont think the discussion round this ad would make people go look up the car

[@MichaelRimmer-qx8jp]

Lots of people talked about Bud Light as well, they lost a fortune.

[@Andrew-q2c6d]

You completely fail to see the point by that comment then.

[@martindice5424]

I think this ad is genius. Every one is talking about it. Across all media. Job done. P.S Please please stop giving Farage air time. The man is not only an idiot - he is a dangerous idiot.

[@Andrew-q2c6d]

What clueless woke nonsense

[@minimead368]

Im afraid we live in a right wing populist dystopia where everyone scrambles around desperate for likes parroting the same talking point as the most popular tweet so they to get a peace of the likes which then drives this feed back loop where the content that’s created dare challenges this now popular view for the penalty would be dislikes, no promotion and no money, so they just reinforce this narrative which becomes engrained in peoples opinions as sways their thinking regardless of if that viewpoint has any factual bases in reality.

[@supergustavus1503]

Is that farage feigning outrage whilst selling the UK off and wrapping it up in the Union Jack and chatting about sovereignty- see Brexit, see fishermen and now he’s going for the farmers . Rule Britannia….

[@user-cv8ud8qo9f]

Jaguar needed to change ... but they've said they're going after the Bentley market. The first question is is this approach/design ethos going to attract that market and are they trying to sell to a market that won't be there? ... and secondly, why are Jaguar going full electric when most manufacturers are leaving that behind and going hybrid as they're not selling enough new EVs any more? ... reminds me of that old Volkswagon Golf ad that started off "This is the man who moved into bonds when the smart money was buying gold ... etc" ... Jaguar are surfing behind the wave.

[@Payteer]

You're so looking at the UK market due to cost of living crisis and the fossil fuel lobby putting out disinformation. However, despite other challenges like tightening profit margins, fluctuating battery metal prices, and changes in government incentives, the global EV market is expected to maintain its growth trajectory. Projections indicate that EV sales could reach 31.1 million units by 2030, with the total global stock approaching 145 million under current policies.

[@user-cv8ud8qo9f]

@@Payteer No you're wrong, I'm not looking at the UK market, I'm looking at what more and more major global car manufacturers are doing ... which is switching from EV to hybrid.

[@soton5teve]

To the right woke means "i just saw a black person on telly"

[@SteelExoskeleton]

Or an independent woman.

[@debbiegale9076]

The kind of people that think a black family in a Sainsbury's Xmas ad is unnatural but are ok about a talking carrot.

[@user-gu1un7pb7k]

Basically, yes. Let's cut to the chase.

[@anthonyr587]

no, it doesn’t. Woke means people who view every social and economic scenario through the lens of identity politics.

[@antonydavis2764]

@@SteelExoskeletonquite the opposite. Women with independent thought on the gender issue are being threatened by the woke left.

[@BambooCoffin]

I agree 100% with the Saatchi Planner. He is correct in pretty much every aspect. It's a brand video, not an ad. The car ad is yet to come. Also, the leaping Jaguar is still in the brand toolkit; the grille badge (which isn't great and has never been great) has just been replaced.

[@JohnHaveaguessGoogle]

What exactly is the ONE PRODUCT the brand has to sell again???

[@micolagnelli8441]

Jag's new TOP STUPIDITY 🤮🤮🤮

[@helipeek2736]

Listening to the interviewee the word “Golgafrinchan” keeps popping into my head.

[@TSINIproductions]

I enjoy when companies say “copy nothing” and do something every other company is doing. In this case it’s make a flashy perfume advert, change your logo into lowercase lettering, and then release yet another luxury EV where the luxury aspect only exists to justify the price of the battery.

[@Payteer]

As @1maico1 said above, it's "Copy Nothing" statement is a quote from the the companies original founder William Lyons who said "'A Jaguar should be a copy of nothing''

[@markphc99]

Jaguar has to go electric, like every other car company.That was frightful though, I was left as unsmiling as the garish models in the advert.

[@skeelo69]

John ...Lovely watch....don't make yourself a target on the street...you have been warned !⌚⚠️

[@bigceazer]

Maitlis thinks its boomer issue with intolerance to wokeness....she just doesn't get it...EVERYONE IS FED UP with wokeness not just boomers. i'm a black Trump supporter and she fails to realise that its not just a certain demographic of people that she has pictured in her mind that are fed up with this woke nonsense. she is so out of touch with the common man and woman, she has such an elitist mentality. READ THE ROOM EMILY!!!

[@ADMulhearn]

Musk saying it doesn't look like a car needs to take a look at the Cyber Truck and give himself an uppercut

[@minimango1]

In terms of volume of eyes on screens to sales, It will work. 99.99% of people who whine about this Ad wont buy a car anyway and has highlighted a new luxury product to the people who will. Super wealthy

[@markphc99]

The super wealthy are not going to buy a car that everyone else will sneer at

[@olliestudio45]

In any case, electric is clearly the way to go. Might as well take the plunge ahead of some others.

[@davehopkin9502]

Is Electric REALLy the way to go? In many many ways EV's just shift the carbon footprint away from the consumer back into industry and electricity generation, we have to move away from fossil but I fear EV's could be the automotive equivalent of the Squariel

[@glostergloster6945]

@@davehopkin9502 Yes, because you can more easily regulate industry and electricity generation than you can the consumer.

[@Payteer]

@@davehopkin9502 As of 2023, renewable energy sources accounted for approximately 30% of global electricity generation. This marks a significant increase from previous years, driven primarily by the rapid expansion of solar and wind energy. So what where you saying?

[@BanjoLuke1]

Amusingly, Rover didn't think it was a "retro" brand. It had no money for R&D... and what little it had was grasped and kept by the Phoenix Four. The "retro" Rovers were just coincidentally retro. In truth they were just old and tired. 😊

[@trimegistus]

I feel like controversies like these dont do anything for the product -either way. It just becomes content for both sides of media where they keep spinning it to make their point.

[@julesb1421]

Our attention is who we are- where we choose to place, direct, invest it is one of our most important decisions - you could call attention a moral act (as our attention changes the world) I really don’t understand why anyone cares so much about an ad, a company branding, spending time and energy being vexed about it, talking about it, arguing about it - it’s bizarre

[@alecporter1784]

I don't object to the advert but I think the new logo looks cheap.

[@minimango1]

….and everyone is talking about Jag when before no one was. Remember electric cars are seen more as devices than a utility machine.

[@johnristheanswer]

This lot will love them.

[@wombleingfree]

Jaguar are going to be exclusively electric and looking to sell EV’s that cost over £100,000, not chocolate bars. If you aren’t in the market for a brand new £100k EV, Jaguar doesn’t care what you think. In fact the more noise you make complaining about it the better.

[@davidashton6567]

This one advert has gotten worldwide coverage worth hundreds of millions,

[@damiantow]

Exactly no such thing as bad PR. Ask one D Trump.

[@denisedeane8218]

@@damiantowtell Bud light that

[@damiantow]

@@denisedeane8218 I prefer to ask Trump, he's a better example

[@momo8200]

⁠ There is a ban on Internal combustion engines by 2035. Sales have been declining for years so it makes a certain amount of sense to go all electric and freshen the brand but I would have get the old logo.

[@philipgibbard304]

The need for Jaguar cars to be rebranded flies in the face of logic, in that the major German manufacturers have not found a need to change their approach and brands, which have been established over many decades. Let's be consistent. Land Rover is a success story, so why can't Jaguar adopt the same principles without throwing the baby out with the bathwater for the sake of their attempt to appeal to a 'younger clientelle', which probably doesn't exist, at the expense of their established, proud history?

[@welcometobrainfreeze]

no backlash , just missunderstnading that they had been used to promote jaguar in a marketing campaign by a genius !

[@graybailey6015]

She almost laughed when she said RawDongLover.Sorry i did to.hahaha

[@helipeek2736]

Well, everyone’s talking about Jaguar. So, the Marketing Department………….genius

[@ianyorke2617]

You haven't mentioned that British LGBTQ honoured the Jaguar CEO. "We honour Adrian Mardell as our Business Ally of the year, Adrian's support and advocacy for the LGBTQIA+ community are truly outstanding. " I am sure his advocacy has no connection with the way the advertising campaign is designed? What do you professional journalists think?

[@stephenconway2468]

Jags have the reputation of being for the pensioner playing golf and having G&T in the evening. They need to re-brand but not lose the grace, space and pace. Electric can work for that. The "roar of a V8" was never the Jag ideal. Farage is the perfect bloke to avoid in terms of image.

[@gordonmcleod941]

What I don't understand is why they have a problem with the hard right winning free and fair elections. Surely that's the democracy you advocate in action. You can't argue for democracy only if it goes your way. I'm of the left but whether it be in Rumania or the US the people vote for what they want and we need to respect that. Actually, I think democracy is bound to end this way

[@Payteer]

but the hard right are supported in so many ways by billionaires for their own aims and Putin, not for the average people in these countries.

[@alannorman4097]

It was just a joyless advert that left me cold. The messaging, such that there was was lost on me. It is only woke if you make assumptions about the models which is a pretty un-woke thing to do.

[@Payteer]

Only the farage flag-shaggers made assumptions that it was "woke".

[@TheGinglymus]

They are not a British company anymore

[@Payteer]

but they are made here still, UK jobs and all.

[@brianpreval5602]

I think they are going for cheap electric cars to sell to people in the advert!

[@AMGOSUK]

‘The body of opinion in Britain is incredibly moderate” - are you listening Tories?

[@GJWielinga]

if you wouldn't mind...

[@skeelo69]

Jaguar had better hope their product appeals to the public..else its the death of Jaguar.

[@Payteer]

They were dying under the old guise, so they needed to change.

[@captainblack1021]

Not a backlash, the brand lost its way years ago and expensive electric rolls Royce like cars is going to doom the company. The combustion engines they made over the last 8 years are terrible and fail often. Battery at 100 k is not going to do it.

[@georgek3398]

You can’t go back , embrace the new world

[@vanc4297]

Why does Jon not really look at Emily when he talks? It's freakin weird.

[@jokedejojo]

He's trying to look towards the viewer, but staring into a camera lens feels strange.

[@vanc4297]

@@jokedejojo maybe... but he doesn't even really look at the camera. He seems to be just looking into nowhere. I just find it weird.

[@chrissenior11]

Some ad agency creative has been let loose to be creative and not been held to any sort of brief. It's generating lots of chatter and will not swing the purchase consideration needle one milimetre, It's a pointless waste of money at a time when they have nothing to sell.

[@Antonia-t3p]

One of the problems with this film is that it is so boringly arty farty that many are wondering if it is a parody of woke . Zoolander did that well in the fashion industry .Parodying your own brand may not be a wise move

[@moby3412]

Pink is not a primary colour. Maybe just maybe include a car in your ad. ? As a consumer it's message was lost on me ? Edit If the actual car looks stylish then maybe people can see past the dulux ad ?

[@craig3420]

Farage wanting a business to shut..unbelievable

[@WhiteRvssian2023]

Young, woke paople aren't intersted in cars. People who can afford Jaguars, appreciate the masculinity of the brand. They're destroying the brand.

[@ciarand2823]

The minute we seen the royal family swanning around in an audi the writing was on the wall for jaguar, i said they'd be gone by the end of the decade, having now seen this add i suspect they'll be gone within a couple of years

[@Payteer]

King Charles had an I-Pace, he only sold it last year.

[@CityOfTinyLines]

What would John Prescott say?

[@richardjakobek7477]

If Farridge hates it I want one. No, make that two.

[@Roy-gi5ul]

Yeah! Two Jags Jakobek!

[@richardjakobek7477]

@@Roy-gi5ul Ha ha! If only. 😁

[@user-zq4sx9sp3h]

It's two jags Prescott coming back from the grave

[@blackrainbow6126]

A missed opportunity here to address the reasons behind the comments left in response to the adverts in discussion. Many mention simply that 'this is woke nonsense and I will not be shopping here again' none are so bold as to mention what they mean by this. Firstly, I will point out that those who comment are feeling threatened. They feel that their representation, if not included in these adverts, means the brand is not for them, and on a deeper level, their monotheistic beliefs are being challenged. This is then harnessed as a tool to conjure political change where the right wing puppeteers stir up emotion to push their agenda - as seen in Merica. Secondly, I want to highlight that there is an underlying feeling of racism and a rallying cry against non-binary gender representation. Again, fueled by Monotheistic Conservatism.

[@michaelmouse4024]

Emily has beautiful arms. Beauty, brains and anti Brexit... No wonder the Tories get upset

[@williamevans9426]

It's too cold for 1 April, so what's going on at Jaguar? 🤨 For some reason, the new brand symbol of a pair of 'J's reminds me of a bland 1970s TV channel ident.

[@cybergornstartrooper2157]

And yet here we are all talking about it 😂

[@JamesWilsonMD]

Talking about it doesn't mean people will buy their cars, which they won't. The company will be dead within a year, cry.

[@cybergornstartrooper2157]

@ while I unfortunately agree, the discussion was on the success of the advertising campaign. And considering we are all talking about Jaguar now, that’s a big success for an ad campaign. However ads will only get you so far and if the car is bad the best ad campaign in the world won’t save it.

[@grippingyarnsuk]

Prescot’s turning in his grave ….

[@declanwalsh3216]

Exactly. RIP two Jags Prescott

[@Payteer]

@@declanwalsh3216 He bought jags unlike nearly all Farage flag-shaggers who are complaining about the brand change.

[@reginaldamoah8608]

I don't get the add personally it wouldn't make me buy a car I can't afford. But what exactly is woke about it? Because it has people of different races? It's not really something to loose sleep over.

[@declanwalsh3216]

Inspector Morse, Simon Templar, Gambit and Steed would be horrified with Jag now. 2.5 tonne SUV’s that are electric will never be loved by enthusiasts or because classics

[@declanwalsh3216]

Sorry I should have said become classics

[@Payteer]

@@declanwalsh3216 King Charles had an I-pace for years.

[@ministry2627]

These two are still in the denial phase of the post woke era.

[@AnilKumarTheSuperConnector]

newest distraction for the already distracted mind.

[@paddydiddles4415]

Who exactly are the ‘Bros’ supposed to be? Such an out of touch comment from Emily

[@neilparnell2089]

The fact you are talking about a car company means it's worked

[@declanwalsh3216]

No the people who really care about Jag hate this and will never buy. My parents had a Jag and loved the brand but would have what’s happened

[@neilparnell2089]

@@declanwalsh3216 No ones seen the car yet, on the flipside i'd never buy a Tesla now

[@peterrabson3383]

A total reset.... So call it Snow Lepoard, as you won't see many.

[@mrshifter9582]

Ooooh that toxic masculinity in the bold jaguar.

[@SerialSpankR]

Wish Jaguar saved the money spent on pointless colourful ads & focus on their quality control

[@keithreynolds]

Am I missing something? Jaguar cars are priced from around £35k? Double what i have paid for a car... but still pretty mainstream? It seems that the new brand is likely... in effect, a new brand? To me the imagery just looks "Sci-Fi". Nothing to see here....

[@Payteer]

Jags are priced from £65k upwards. I think you're still living in the 90s.

[@keithreynolds]

@@Payteer or the '70s? i think I went to the website and was shown prices for used...