The boss of iconic British carmaker Jaguar has sparked outrage after defending a controversial new ad campaign that critics are calling a “car crash.” The advert, which features a diverse cast of actors in flamboyant outfits prancing around without showcasing a single car, has faced heavy criticism from the public, industry experts, and even political figures like Reform UK leader Nigel Farage.
During a GB News broadcast, it was revealed that the campaign has been viewed over 150 million times, but not for the right reasons. The ad’s tagline, “Live Vivid,” and bizarre scenes—including a character wielding a giant hammer—have drawn widespread ridicule. Many argue the campaign alienates Jaguar’s loyal customers while failing to attract new buyers.
Critics, including Nigel Farage, have slammed Jaguar’s marketing strategy, accusing the company of abandoning its traditional audience of older, successful professionals. Farage himself was singled out by Jaguar’s Managing Director, René Glover, who stated that the brand’s future does not align with Farage’s demographic. This comment has fueled accusations that Jaguar is dismissing a significant portion of its customer base.
Glover defended the campaign, claiming that criticism reflects “vile hatred and intolerance,” a response that many see as dismissive of genuine concerns about the direction of the brand.
Industry experts and fans of the brand have expressed disappointment, arguing that the ad fails to showcase Jaguar’s legacy of design and engineering excellence. The timing has also been called into question, with the campaign launching at a moment when many Western consumers are turning away from politically charged messaging.
“This feels like a Gerald Ratner moment,” said one commentator, referencing the infamous marketing blunder that tarnished Ratner’s jewelry empire. “The ad doesn’t even feature a car, and the message is completely detached from Jaguar’s proud history.”
Experts warn that Jaguar’s bold rebranding effort could have serious consequences. Comparisons to past corporate missteps, such as Bud Light’s controversial marketing pivot and Gillette’s backlash over its “toxic masculinity” campaign, suggest Jaguar could risk alienating loyal customers without gaining new ones.
“Brands that attack or ignore their core audience rarely succeed,” said an advertising strategist. “Jaguar’s ad feels more like an art school project than a serious attempt to sell luxury cars.”
Supporters of the campaign argue that all publicity is good publicity, suggesting that the controversy will boost awareness ahead of Jaguar’s upcoming car launches. However, many remain skeptical, fearing the damage to the brand’s reputation may outweigh any short-term buzz.
As Jaguar prepares to unveil its new models, the company faces an uphill battle to win back the trust of its loyal customers. Whether this bold marketing gamble will pay off or end in disaster remains to be seen, but for now, the backlash shows no signs of slowing down.
