Fox News host Greg Gutfeld didn’t hold back when he roasted luxury carmaker Jaguar’s latest ad campaign, a bizarre commercial featuring avant-garde characters but conspicuously lacking one critical element: the car. Gutfeld, never one to mince words, tore into the automaker’s attempt to embrace what many conservatives see as the misguided marketing tactics of corporate wokeness.
Drawing comparisons to the infamous Bud Light debacle of 2023, Gutfeld highlighted the risks Jaguar is taking with this approach. “As Anheuser-Busch has learned, one bad ad can really mess up your whole year,” he quipped, referencing the beer brand’s catastrophic partnership with transgender activist Dylan Mulvaney that alienated its core customer base and cratered sales.
Gutfeld didn’t shy away from mocking the ad’s absurdity, likening the eclectic cast of characters to a parody of President Biden’s diversity-obsessed cabinet. “What the hell was that? Was that a lineup of all the previous Biden-Harris Cabinet picks? It’s weird,” he joked. “It looks like Toucan Sam followed his nose into a huge pile of cocaine.”
The ad, which many viewers found bewildering and alienating, left Gutfeld scratching his head about Jaguar’s priorities. Instead of showcasing sleek vehicles and performance features, the commercial veered into abstract symbolism, leaving viewers wondering if Jaguar had lost its way.
The Fox host drew a sharp parallel between Jaguar’s campaign and Bud Light’s disastrous misstep. He reminded viewers that Bud Light’s ill-fated decision to feature Dylan Mulvaney—a move aimed at courting progressive activists—resulted in a boycott so effective it slashed the brand’s market dominance and turned Anheuser-Busch into a corporate cautionary tale.
“Most guys don’t want to mix cheap beer and chicks with—well, you know,” Gutfeld said, highlighting the cultural disconnect between brands and their consumers. “And they definitely don’t want to be told they’re bigots for feeling that way.”
What really set Gutfeld off, though, was the self-congratulatory tone of Jaguar’s head of brand strategy, who touted the company’s dedication to diversity, equity, and inclusion (DEI) efforts. Jaguar proudly announced it has *15* DEI groups—an announcement that Gutfeld found laughable.
“It’s a car company, for Christ’s sake—not drag queen story hour,” he exclaimed. “How about telling me how many cup holders it has? He used more woke buzzwords than Joy Reid saying grace on Thanksgiving—diverse, inclusive, unified, culture.”
Mocking the apparent shift in focus away from cars and toward virtue signaling, Gutfeld added, “The mission of a car company should be making great cars that people want to buy—not sinking profits into self-preserving corporate fluff.”
While Jaguar’s ad has generated buzz, the question remains: will it translate into sales or alienate the luxury carmaker’s traditional base? Gutfeld’s take is clear: customers don’t want performative activism—they want a great product.
The debacle serves as a reminder of the risks companies face when prioritizing woke agendas over their core missions. As Gutfeld put it, “This isn’t rocket science—or nuclear waste management, for that matter.” Jaguar may want to buckle up because if history repeats itself, the road ahead could be bumpy.
