Ann Althouse gets the pointer for finding this: Giles Coren of the London Times wrote in “I take Jaguar’s woeful woke rebrand personally/From heritage British cars to classroom lessons, there’s always one demographic under attack — the middle classes” …
“And Jaguar’s answer to the crapness of a car they can no longer persuade middle-aged, middle-class, professional family men to buy? Improve the car? Persuade the men? Or, wait, try to sell it instead to anorexic, teenage, intersex manga fans of colour, because they might just be stupid enough to fall for it? Except the ad’s not for them, is it? Like most adverts now, this is a story of rich white heterosexuals selling stuff to other rich white heterosexuals, using images of multi-ethnic, pansexual, differently abled humans in order to appear progressive, without actually doing or changing anything…. The ads stand for NOTHING…. They are born of a contempt for the middle of society, which is conceived at the top with the imagined complicity of the bottom. It’s pure Kamala Harris. It’s ‘joy.’ It is the sort of thing that got Trump elected: a small number of ivory tower wokeists alienating the middle class and pushing nice people further and further to the right.”
Bingo! What a perfect analogy: they should show the Jaguar silliness on talking head shows every time a progressive propagandist says Trump won because of sexism and racism, or because the voters are stupid. Would anyone smart buy a Jaguar based on that ad? (EA posted on it last week.)
Meanwhile, the meme-makers and parodists have been having a ball mocking the thing, while Jaguar’s managing director, Rawdon Glover, has described criticism of its incompetent marketing campaign as “vile hatred and intolerance,” saying that its message has been lost in “a blaze of intolerance.” Sounds exactly like Rob Reiner, The View, and all of my bitter Facebook friends, doesn’t he? Jaguar is a corporate hypocrite as well: it has been pointed out that most obvious transsexual model in the ad was cut out of the version showing in the Middle East.
For your early Sunday viewing pleasure, here are a couple of the parodies I could embed. (There’s another one where a rampaging jaguar attacks the models.) But the real ad is funnier than any parody, especially when one considers that its makers thought it would sell luxury cars.










