Jaguar's woke ad.
Where Jaguar goes Woke, Volvo celebrates Family in Surprising Ways
British car brand Jaguar goes on the woke tour with a new advertisement that aims to "break shapes". Volvo takes a very different approach, with an ode to the family.
Jaguar
Jaguar has a rock-solid reputation as the car with class. Mention the brand name and people think of a gentleman in tweed, driving through the rolling hills of the English countryside, on his way to a fox hunt.
Woke-Coup
Wokists want to rid the automotive world of the last vestiges of classic style. Inside Jaguar, they have staged a coup. One Rawdon Golver - ‘he/him’, according to his LinkedIn profile - has come to power from the marketing department and done a total restyling of the brand.
Read also: France: a book denounces the Woke Revolution
New logo
First up was the logo. The jaguar animal was removed. The angular font gave way to one with round shapes, in line with the aesthetic of the woke movement, which sees sharp angles as masculine and exclusive.
The old and the new logo.
Deadpan Looks
Now Jaguar comes out with a new advert. We see robotic figures with dead looks in their eyes stepping out of a capsule on a pink planet. Their sex is unclear and they wear bizarre dresses. In the next shot, we see one of the sinister figures standing with a hammer, with the text ‘Break Moulds’ in front of him.
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‘Break Moulds’
‘Break shapes’ is a chewed-out cliché. It is devoid of any subtlety known to art. This is how we know the woke movement: besides being immoral and untrue, everything the wokists produce is ugly. It is inconceivable that this repulsive advertising makes Jaguar sell more cars. We await historically low sales figures with confidence.
Recognisable Feelings for Parents
Volvo is doing things very differently. The Swedish automaker comes up with an advert lasting almost 4 minutes. We see a woman telling her husband that she is pregnant. He calls his mother and shares his swirling emotions with her: the joy, but also the fear of responsibility. They are feelings every parent will recognise.
‘But I would also be happy staying home’
‘I wanna see the world with her...,’ the brand-new father muses, But I would also be happy staying home, doing nothing. Letting her be a kid.’ We see his baby daughter being born and growing into adulthood. The father learns that loving also means letting go.
Read also: The Pro-Abortion Left Declares: Don’t Say “My Body, My Choice” Anymore
Love for our own Children
Yes, that's how it is, viewers of this advert will say. Whether they live in Peru, Thailand or the Netherlands. The Volvo advert touches on the deepest love nature gives us, the love for our own children.
Destroying Creation
How different is Jaguar's brave new world! Anyone who revisits the Woke commercial after seeing the Volvo commercial is struck by the deadness, the hatred, the lovelessness. The Jaguar commercial is the message of people who want to destroy Creation.