British Vehicle Company JaguarLatest announcement of, “Copy nothing“It has come under fire on social media for featuring not a single car but models. Critics have labeled the ad everything from “hypocritical” to “a fashion show for people who have forgotten what they are selling.” Santino PietrosantiThe self-styled marketing guru who masterminded Jaguar’s controversial rebranding has been at the center of heated debate surrounding the car company’s shift towards inclusivity and diversity.
In Jaguar’s 30-second ad, models move through abstract scenes while uttering phrases like “create exuberant” and “live vivid,” which have been widely mocked. Notably, not a single Jaguar car appears in the entire ad. This absence has surprised many, especially considering the brand’s reputation for attractive luxury vehicles.
Who is Santino Pietrosanti?
Pietrosanti, a US native, heads the brand at Jaguar. She now lives in Milton Keynes, England, where she lives in a £975,000 home with her Scottish husband Paul and their cockapoo, Mia, reports the Daily Mail.
At the Attitude Awards last month, dressed in a spangled dinner jacket over a see-through T-shirt, Pietrosanti shared his vision for the rebrand, describing it as a return to Jaguar’s roots of “something really special”.
“We’re not just talking about new cars,” Pietrosanti told the audience, as quoted by the Daily Mail. “We’re talking about all-new ways of thinking and embracing the full spectrum of human potential and creativity. Jaguar has always stood for fearless originality, striving to be unrepeatable. And we believe that everyone has the potential to be something unique. , Something original, and that’s what makes us strong.”
Pietrosanti’s commitment to diversity
A key part of Jaguar’s transformation, according to Pietrosanti, is his commitment Diversity and inclusion. “At Jaguar, we proudly stand with the LGBTQ+ community,” he said. “Originality and creativity thrive in spaces where people are free to be themselves.”
Under her leadership, Jaguar has established more than 15 DEI (Diversity, Equity and Inclusion) groups, including Pride, Women in Engineering and initiatives focused on neurodiversity. Key policy changes, such as creating support for transitioning employees, have been implemented to advance equity and ensure Jaguar’s workforce reflects the diverse society in which it operates.
Backlash: Is Jaguar’s rebranding too “woke”?
While Pietrosanti’s vision has been praised by some for inclusiveness and employee empowerment, others have criticized the rebrand for turning to a “woke” agenda. Regardless of the backlash, Pietrosanti remains steadfast in his belief that Jaguar’s commitment to diversity will not only redefine the brand but empower its employees and customers alike.
“We are on our own transformative journey,” Pietrosanti declared, “driven by diversity, inclusion, creativity, policy and, most importantly, faith in action.”