Nigel Farage has become the latest high-profile figure to rip into Jaguar's woke new advertising campaign in a scathing video address tonight.
Addressing followers on social media, Farage said: "What is it with the modern advertising industry and big corporate companies?
"Think: Jaguar. Think of the E-Type. Think of the powerful logo on the front of the car of Inspector Morse.
"A really great British brand - well, okay, it may now be owned by the Indians, but have a look at what the modern advertising industry has done."
Farage has become the latest high-profile figure to rip into Jaguar's woke new advertising campaign
X/NIGEL_FARAGE
Farage tore into the new Jaguar 'copy nothing' campaign online
JAGUAR
"This is the new logo," Farage says, as an image of Jaguar's new 'double-J' badge flashes up on screen.
"I don't know what it stands for - do you?
"And the advert - showing some sort of almost non-human figures walking through a door without even showing cars!
"I'm not quite sure what they're saying, or what they want to do.
MORE AS WOKENESS GRIPS BRITAIN:
'I don't know what it stands for - do you?' Farage asked of the carmaker's new logo
JAGUAR
"Strikes me as being another Bud Light moment," the Reform UK leader added, referencing the brewer's own controversial ad uproar from last year.
"I predict Jaguar will now go bust. And you know what? They deserve to," he said.
Farage joined the likes of Elon Musk in lambasting the carmaker's new marketing drive - in response to the new advert, the social media magnate wrote: "Do you sell cars?"
Meanwhile, ex-communications director at video games firm Activision Blizzard prodded: "Someone on the Jaguar marketing team has greatly overestimated the size of the 'vegan barista who wants to roll up to the drum circle in a luxury sports car' market, I fear."
Farage directed viewers to 'think of the E-Type'
PA
Responding to its critics, Jaguar has posted cryptic messages online such as "the story's still unfolding - stay tuned" and "as soon as the paint dries".
But not everyone is up in arms - speaking to The Telegraph, Wayne Scott, from the Jaguar Enthusiasts' Club, said: "Cars are boring these days and no one is talking about cars.
"When was the last time the world was talking about a car brand? In that respect, it has worked!"
GB News has approached Jaguar for comment.
