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The phrase "woke advertising" has become synonymous with campaigns that overtly embrace progressive social issues, often at the expense of appealing to a broader audience. Companies like Bud Light and Disney have experienced significant backlash after their forays into this advertising territory. Now, Jaguar finds itself in a precarious position, attempting to launch an electric vehicle that embodies this very trend.
Their recent advertisements have been criticized for being overly androgynous and lacking any relatable appeal, drawing uncomfortable comparisons to past flops like Bud Light. The disconnect between what consumers desire and what these companies promote could suggest that Jaguar is indeed facing a "final moment" of this “woke” strategy.