Trump Comments on Jaguar’s Ad Campaign
President Donald Trump has laughed off Jaguar’s recent branding efforts following the resignation of CEO Adrian Mardell. This decision came after the backlash against the controversial “awakening” ad campaign launched last year, which faced widespread criticism. In contrast, Trump praised the popular American Eagle campaign featuring actress Sidney Sweeney.
Mardell, who had been with Jaguar Land Rover (JLR) for 35 years and served as CEO for the last three, stepped down in late July. JLR oversees both the Jaguar and Land Rover brands.
The rebranding effort, started in late 2024 with the slogan “I won’t copy anything.”, included colorful visuals and abstract themes but notably lacked the actual cars. Some critics felt it was aimed specifically at a “progressive” audience.
One notable scene in the ad features a boy painting while the words “Normal deletion” flash on-screen. The imagery, reminiscent of an American flag, led some conservative viewers to argue that it was erasing traditional gender roles. Jaguar has since refuted claims that this symbolism was intentional.
Trump criticized the brand’s “woke” advertising strategy, drawing parallels to Bud Light’s failed campaign with social media influencer Dylan Mulvaney. He remarked on the disastrous impact of such campaigns on company value, stating, “This is complete chaos!”
“The Jaguar woke up a stupid, serious awakening ad. It’s a complete disaster!”
“If they learned lessons from Bud Light, they basically destroyed themselves in a short campaign, losing billions of dollars,” he added.
Social media responses to Jaguar’s campaign were overwhelmingly negative. One user quipped, “How to destroy a brand in 20 seconds,” while another suggested the company had made a significant misstep.
“You need to swiftly retract this ad. Not all publicity is good publicity!”
In a different context, President Trump praised the recent American Eagle campaign featuring Sweeney, which also sparked criticism from some political circles.
“Sidney Sweeney has the ‘hottest’ ads for American Eagle; those jeans are flying off the shelves!” Trump remarked, referencing the uproar from Progressive individuals who claimed the ads had eugenic overtones.
Vice President JD Vance added his own humor about the situation, suggesting that Democrats might want to focus on Sweeney’s popularity, stating, “It just shows their strategy.” He continued by noting how the ad showcases a relatable image for young Americans.
