Jaguar has been making headlines in recent days. The British manufacturer caused a lot of buzz by releasing its latest advertising clip. This lasts only 30 seconds and features models dressed in very colorful outfits in different artistic poses on which several messages are broadcast. “Create the exuberant” or even “break the patterns” are displayed on the clip.
On the other hand, no trace of a car in this promotional campaign entitled “copy nothing”. These 30 short seconds of video angered – the word is not overused – Internet users who criticized the brand for losing its identity and sinking into wokism. An idea that Elon Musk seems to share, even if the billionaire handles the language of Shakespeare well enough not to say it so directly.
Elon Musk makes the fight against wokism one of his priorities
“Do you sell cars?” the Tesla boss falsely asked in a tweet – or rather an X, if it should be called that – published on the social network he owns. A big supporter of Donald Trump during the American elections, Elon Musk is not a fervent supporter of woke thinking and has even “vowed to destroy this virus” after her son Xavier's gender transition, who has since become a girl named Vivian. “My son Xavier is dead, killed by the woke virus”assured Elon Musk last July.
In any case, his opposition to the advertising campaign led by Jaguar clearly did not appeal to Rawdon Glover, the boss of the British manufacturer.. “If we play like everyone else, we will simply be drowned out. So we must not present ourselves as a car brand,” explains Rawdon Glover to the Financial Times before saying to himself “disappointed“by the “vile hatred and intolerance” expressed by Internet users following the video.
Note, however, that Jaguar plans to become a 100% electric brand in 2025, like… Tesla. We can legitimately think that in addition to his aversion to woke thinking, Elon Musk was very happy to be able to tackle a competitor. Before the broadcast of its controversial ad, the brand had also unveiled its new logo, which was also rather poorly received, so much so that even Burger King took the liberty of teasing the manufacturer about the simplicity of its new visual identity .
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In brief
The boss of Tesla launched a dig at Jaguar after the broadcast of the brand's advertising clip, which has completely changed its identity in recent days with a touch of wokism not necessarily to the taste of the future member of the Trump government.
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