The CEO of Jaguar is stepping down from his position not long after after the company went viral for an avant garde rebrand that many deemed ultra woke.
Adrian Mardell is reported to be retiring from his role after spending three decades at the luxury car company. The exec worked in finance for most of his tenure before stepping in to serve as CEO for the past three years, per a Reuters <a href="https://www.reuters.com/business/retail-consumer/jaguar-land-rover-says-ceo-mardell-step-down-2025-07-31/">report</a>. No reason was given for his upcoming departure.
An ad campaign for Jaguar sparked massive criticism online following its November release. The “Copy Nothing” campaign included a colorful commercial of people dressed in vibrant, outlandish outfits. The characters could be seen grabbing sledgehammers, painting over the camera lens, and striking poses as the music played.
<blockquote class="twitter-tweet">
Copy nothing. <a href="https://twitter.com/hashtag/Jaguar?src=hash&amp;ref_src=twsrc%5Etfw">#Jaguar</a> <a href="https://t.co/BfVhc3l09B">pic.twitter.com/BfVhc3l09B</a>
— Jaguar (@Jaguar) <a href="https://twitter.com/Jaguar/status/1858800846646948155?ref_src=twsrc%5Etfw">November 19, 2024</a></blockquote>
One of the chief criticisms viewers have is that the ad doesn’t have any cars in it.
Instead, disjointed phrases such as “create exuberant,” “live vivid,” “delete ordinary,” “break molds,” and “copy nothing” appear on the screen.
Tesla founder Elon Musk responded to the ad, writing, “Do you sell cars?”
The social media account replied to many commenters questioning the ad, saying things like, “The story is unfolding. Stay tuned,” “We’re shifting gears, not our purpose,” and “Consider this the first brushstroke.”
The ad was part of a huge brand overhaul, which has been described as going in a new EV-only direction.
Managing director Rawdon Glover complained about the backlash during an interview with the Financial Times, saying the campaign messaging was drowned out in “a blaze of intolerance” on social media. Glover also claimed that the colorful new ad was not meant to be “woke.”
“If we play in the same way that everybody else does, we’ll just get drowned out. So we shouldn’t turn up like an auto brand,” Glover said at the time, as The Daily Wire previously <a href="https://www.dailywire.com/news/woke-is-dead-jaguar-gets-mocked-for-colorful-car-free-brand-re-launch">reported</a>.
“We need to re-establish our brand and at a completely different price point so we need to act differently. We wanted to move away from traditional automotive stereotypes.”

<script async src="https://www.instagram.com/embed.js"></script>
<script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>
<script async src="https://www.tiktok.com/embed.js"></script><div data-widget-host="revcontent" data-pub-id="165152" data-widget-id="290588"></div><script src="https://delivery.revcontent.com/165152/290588/widget.js"></script>

Jaguar CEO Steps Down Months After Woke Rebrand Commercial Went Viral

Crumbl’s Newest Sugar Bomb Ignites A Major Food Fight

Elijah Wood Posts Rant About Popular Cinema Chain’s ‘Awful’ New Policy

Legendary Hollywood Director Dragged For Partnering With AI Company

The Left’s New Rule About Human Suffering

‘This City Has Collapsed’: ‘Entourage’ Creator Endorses Spencer Pratt For Mayor

Target Picks A Different Flag This June

News

Business

Cars

United Kingdom

Wokeness

World

A video goes viral showing a baby being refused his mother by two gay "dads". This is just the tip of the iceberg, which is why we will have an important discussion today about surrogacy. 

Hour 1

The Matt Walsh Show

Ep. 1765 - This Video Is One Of The Worst Things I've Seen In A Long Time 

The Strait of Hormuz officially opens for business (kind of), the Pope makes “shocking” comments on immigration, and President Trump promises UFO disclosure at TPUSA. 


The Michael Knowles Show

Ep. 1956 -  Pope Leo's "SHOCKING" Immigration Comments EXPLAINED

A false miscreed has corrupted our leadership class.


The Andrew Klavan Show

Ep. 1275 - Dumb, Dumber and Progressive

President Trump announces a 10-day ceasefire between Lebanon and Israel, a murder-suicide involving former Democratic Lieutenant Governor Justin Fairfax shakes Virginia, and France and Britain hold a conference to secure the Strait of Hormuz – after the Iranian conflict ends. Get the facts first with Morning Wire.

- - -

Ep. 2738

- - -

Wake up with new Morning Wire merch: https://bit.ly/4lIubt3

- - -

Today's Sponsors:

Alliance Defending Freedom - Visit https://JoinADF.com/WIRE or text 'WIRE' to 83848 to learn more.

Pocket Hose - Text MORNING to 64000 to get a FREE pocket pivot and their 10-pattern sprayer with the purchase of ANY size Copper Head hose. Message and data rates may apply.

Morning Wire

U.S. Expands Hormuz Blockade & VA Fairfax Deaths Investigated | 4.17.26

U.S. Expands Hormuz Blockade & VA Fairfax Deaths Investigated | 4.17.26 [Member Exclusive]

A ceasefire goes into effect between Israel and Lebanon, a tragic murder-suicide rocks Virginia, and Dairy Queen deploys AI in the drive-thru. Get the facts first with Evening Wire.
- - -
Ep. 2737
- - -
Wake up with new Morning Wire merch: https://bit.ly/4lIubt3 
- - -
Today’s Sponsor:

Alliance Defending Freedom - Visit https://JoinADF.com/WIRE or text “WIRE” to 83848 to learn more.


Evening Wire: Lebanon Ceasefire Begins & Murder-Suicide Rocks VA | 4.16.26

The Pendragon Cycle

Menu

— News —

Jaguar CEO Steps Down Months After Woke Rebrand Commercial Went Viral