Jaguar backtracks on its woke campaign after a barrage of criticism and a drop in sales

In an unexpected twist, British automaker Jaguar Land Rover has decided to end its relationship with advertising agency Accenture Song, which was responsible for its recent controversial rebranding campaign, which has been widely criticized for its woke approach.

It appears that the agency will lose its contract with Jaguar in mid-2026 as the automaker explores other options, The Daily Mail indicated.

According to a report by news portal RedState, the campaign not only failed to connect with the brand's target audience, but also generated significant backlash, alienating traditional Jaguar consumers.

The launch of the campaign, which took place in November 2024, was described as an attempt to modernize Jaguar's image, but it fell far short of delivering.

The campaign, which consisted of an advertisement whose slogan was "Copy Nothing," showed many transgender individuals dressed in variously colored clothing sitting on a large pink rock and staring blankly into the camera, did not resonate with audiences who have historically associated Jaguar with high-end vehicles and prestige.

Including messages that many considered excessively progressive provoked a negative reaction on social media and among certain corners of the press.

In fact, according to Marketcheck, a site that provides data on the automotive market, sales fell by 9% since the launch of the campaign.

While at first the company backed the campaign and lashed out at the criticism as acts of intolerance, then, apparently aware of the negative impact, it has begun the search for a new advertising agency that can bring the brand back to its essence and reconnect with its audience.

Jaguar's response

However, Jaguar says the decision is not related to criticism of its campaign.

A spokesperson for the company stated that the reinvention of the Jaguar brand was planned to attract significant global attention and commentary, as it sought to generate online discussion and get people talking about Jaguar.

Other similar cases

This episode adds to a growing list of cases in which global brands are facing backlash for adopting advertising strategies that prioritize social agendas over the core values of their products.

For example, John Deere, an agricultural machinery company, has faced criticism for its stance on diversity and inclusion issues. The company has announced that it will no longer sponsor social or cultural awareness events, including LGBTQ Pride parades.

Google, meanwhile, lost $90 billion in market value following the launch of its Gemini A.I., criticized for ideological bias.

Jaguar's case also resembles that of Bud Light in 2023, when a campaign featuring transgender influencer Dylan Mulvaney generated a massive boycott that significantly affected the brand's sales.