Jaguar CEO Quits After ‘Woke’ Pink Ad Backfires: Inside the Brand Crisis and Mardell’s Exit

Jaguar’s bold marketing pivot has resulted in a dramatic leadership shakeup. Adrian Mardell, CEO of Jaguar Land Rover (JLR), is stepping down after a 35-year tenure, just months after overseeing a controversial rebranding campaign that critics slammed as “woke.” The high-gloss, car-less ad featuring androgynous models and bright pink tones triggered a firestorm that now appears to have cost the CEO his post.

The timing of the rebrand couldn’t have been worse: it coincided with Jaguar’s production pause on gas-powered models—leaving dealers with little inventory—and ignited a sales collapse across Europe. Mardell’s departure is now being viewed as the first major corporate casualty of a marketing move that tried to copy everything except Jaguar’s identity.

What Was in the Jaguar Ad That Sparked Backlash?

The now-infamous Jaguar ad aired in November and instantly polarized viewers. Unlike traditional auto commercials, the 30-second spot didn’t show a single vehicle. Instead, it featured a lineup of androgynous models dressed in vibrant, futuristic fashion, walking through neon-lit sets.

The campaign unveiled a new slogan—“Copy Nothing”—accompanied by statements like “Live Vivid,” “Create Exuberant,” and “Delete Ordinary.” While intended to reflect individuality and innovation, the ad’s style and messaging were quickly labeled tone-deaf.

The choice to remove Jaguar’s vehicles entirely from the visual narrative puzzled long-time brand enthusiasts. Many drew parallels to Bud Light’s disastrous influencer campaign, describing the Jaguar spot as a similar attempt at relevance that misread the cultural moment.

Why Did Adrian Mardell Resign After the Jaguar Ad?

Though officially termed a retirement, Adrian Mardell’s resignation has clearly been accelerated by the fallout from the rebrand. Mardell, who joined JLR in 1990 and became CEO in 2022, led the company to its highest profit levels in a decade. But the brand’s identity overhaul appears to have overshadowed those gains.

In the wake of the ad:

• Jaguar’s European sales plunged by 97.5% in April year-over-year.

• Year-to-date, sales have fallen nearly 78% compared to 2024.

• The company’s last gasoline models were phased out before any electric replacements were ready, leaving showrooms nearly empty.

At the same time, internal and external voices began calling out the marketing team and leadership. Prominent figures like Nigel Farage and Elon Musk openly criticized the ad’s direction. Columnists labeled the campaign “Bud Light 2.0,” and branding experts warned it alienated Jaguar’s loyal base without attracting a new one.

Did Jaguar Defend Its Rebrand Strategy?

Yes. Jaguar issued a statement at the time defending the campaign as a “bold and imaginative reinvention.” It argued that the brand needed to break from the past to prepare for its electric future.

However, analysts remained unconvinced. Branding expert Steve McKee stated the ad “commandeered a longstanding and respected brand to proffer visions of a woke, androgynous utopia anathema to its target audience.” The mismatch between brand legacy and campaign tone proved too wide to bridge.

What’s Next for Jaguar After the Ad Controversy?

Jaguar has yet to name a successor for Mardell but confirmed a leadership transition is in motion. The company faces a daunting set of challenges:

• Rebuilding consumer trust

• Catching up in the EV market

• Realigning marketing with brand heritage

The campaign has become a case study in how not to execute a brand transformation. By neglecting core product visibility and long-standing customer expectations, Jaguar may have sacrificed loyalty for a vision that lacked strategic clarity.

The Jaguar ad controversy and Adrian Mardell’s resignation underscore how critical brand messaging is during transformation. The road back to consumer confidence will be long—and paved with lessons.

You Must Know:

What was the Jaguar ad about?
The ad featured no cars and showcased androgynous models in colorful outfits with slogans promoting individuality. It aimed to modernize the brand but drew backlash for ignoring Jaguar’s traditional image.

Why did Jaguar CEO Adrian Mardell resign?
Although framed as retirement, his departure followed massive criticism of the rebranding campaign and steep sales declines. The ad was seen as a key trigger.

Was the Jaguar ad successful?
No. The ad faced intense backlash on social media and among consumers. It was criticized for being tone-deaf and disconnected from Jaguar’s heritage.

How did the Jaguar ad affect sales?
Sales in Europe dropped by 97.5% in April 2025 compared to 2024. Jaguar also faced inventory issues after phasing out gasoline models without EV replacements.

Who criticized the Jaguar ad?
Public figures like Nigel Farage, Elon Musk, and media commentators criticized the ad. It was compared to Bud Light’s controversial influencer marketing misstep.

What happens next for Jaguar?
The company will announce a new CEO soon. It faces pressure to recover from sales losses and must realign its marketing and EV strategy to rebuild its brand.