Jaguar boss defends controversial ad amid backlash

Highlights

Jaguar's advertisement featured androgynous models and did not include any cars, sparking significant criticism online.
Managing director Rawdon Glover labeled critics' reactions as a 'blaze of intolerance', asserting that the campaign was meant to be bold, not woke.
Glover highlighted the need for Jaguar to reinvent its brand and marketing strategy to attract a new customer base.

Story

In response to criticism over a new advertisement featuring androgynous models without showcasing any cars, Jaguar's managing director Rawdon Glover expressed disappointment regarding the negative reactions on social media. The ad, intended to highlight a shift in branding, received significant backlash, with critics labeling it as another example of extreme wokeness and insensitivity to traditional customers. Glover emphasized the need for Jaguar to attract a new customer base by moving away from typical automotive stereotypes. He further noted the level of hostility in responses, indicating a division between the company's innovative marketing approach and public sentiment.

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