It’s been less than a year since the Jaguar automotive brand introduced what many — including this publication, I must note — called the “worst car ad ever.” And, while “go woke, go broke” isn’t a new phenomenon, Jaguar has taken it to previously unseen lows.
Now, a little over eight months since the ad was introduced — famously featuring what apparently was a gaggle of garishly dressed nonbinary flibbertigibbets and not a car to be seen — the marque is basically fulfilling the spot’s car-free promise.
The brand’s sales are down 97.5 percent (not an errant decimal point there), the corporate overlords behind it might be splitting with the geniuses behind the rebrand, and there’s no cars anywhere in the near future for a make that wants to go upmarket but doesn’t have the products or the cachet to do so.
Just in case you somehow missed it, I didn’t, and misery loves company. Thus, please sit through what appears to be an episode of “RuPaul’s Drag Race” held in a post-apocalyptic fallout bunker:
Copy nothing. #Jaguar pic.twitter.com/BfVhc3l09B
— Jaguar (@Jaguar) November 19, 2024
Copy nothing — except dimwitted, androgynous high fashion and faceless 1990s industrial