Tatenda Belle Explores Jaguar’s Controversial DEI Marketing Strategy in Exclusive Interview on World Markets

#November News

#Tech news

#World News
Tatenda Belle Explores Jaguar’s Controversial DEI Marketing Strategy in Exclusive Interview on World Markets

Loveworld / 21 mins

November 28, 2024

2 min read

Jaguar, the once prestigious British vehicle manufacturer, has recently stirred up intense discussions on social media with its latest advertisement titled “Copy Nothing.” This ad has sparked a wave of controversy, primarily due to its choice to feature models prominently while showing no cars whatsoever. Many critics have come forward to express their opinions, labelling the advertisement as everything from “pretentious” to describing it as akin to “a fashion show for individuals who seem to have lost sight of what they are actually trying to sell.” The 30-second advertisement unfolds with models walking through various abstract backgrounds, all the while delivering phrases intended to inspire such as “Create Exuberant” and “Live Vivid.” However, these phrases have not been well received and have faced considerable ridicule online.
Perhaps the most surprising aspect of the entire ad is that there are no Jaguar vehicles in sight. This omission has left many puzzled and even frustrated, particularly given Jaguar’s long-standing reputation for crafting luxurious and stylish cars. The juxtaposition of high fashion and complete absence of the product has led to questions about the brand’s direction and its strategy for attracting new customers.
Jaguar marketing director’s comments celebrating commitment to DEI
At the heart of this heated debate is Santino Pietrosanti, the marketing strategist who has taken the lead in Jaguar’s bold rebranding efforts, which emphasize themes of inclusivity and diversity. He is a BLM supporting American designer who has bragged about establishing ‘over 15 DEI groups’ at the car maker. During an appearance at the Virgin Atlantic Attitude Awards last month, Santino Pietrosanti, UK Brand Director at Jaguar Land Rover, teased the upcoming rebrand for the company as part of its own “transformative journey.” He says Jaguar is “committed to fostering a diverse, inclusive, and unified culture that is representative not only of the people who use our products but of the society in which we all live.” But he is clearly out of touch with the real world.