The problem with the ad isn't diversity - Jaguar could have come up with an ad that was diverse and still appealing - it's that the people in it look depressed and unsexy and like they're about to get you cancelled for misgendering them while gluing themselves to the road in front of an ambulance. Jaguar has totally misread the zeitgeist.
If Jaguar wanted to rebrand as an environmental product the strategy should have been about recognising and valuing what is rare, precious and beautiful and trying to preserve it for the future, linking the heritage of Jaguar cars to actual living, breathing Jaguars. The one area of environmental activism which has proven to touch a nerve, even with cynics, is animals. Jaguar already had that connection in place. It should have been about preserving the roar.
The new logo and font look like they belong on cosmetics.
Slogans such as 'live vivid' and 'create exhuberant' belong back in that time in the noughties when bars started calling themselves things like Bar Havana or Bar Cosmopolitan. It's unsophisticated and makes people feel like they are in a corporate training session.
The cutesy replies from the Jaguar social media people about having 'a cuppa,' and so on, belong to those infantilising brands such as Innocent Smoothies or those energy companies who send you smiley face emojis when you make a complaint. Nobody who is looking to spend £150 000 on car wants to be treated like a toddler (even if the ad does suggest they might be going after the adult baby market).
I know quite a few people who work for Jaguar so I am still hoping this is the first volley in a two-part strategy and the punchline is a killer.