American car company Jaguar’s latest advertising,” Copy Nothing”, has ignited a storm on social media for featuring models and not a single automobile. Critics have labeled the advertising everything from “pretentious” to” a style present for people who forgot what they’re selling”. Santino Pietrosanti, the self-styled marketing guru who orchestrated Jaguar’s questionable marketing, is at the centre of the fierce controversy surrounding the auto company’s shift toward diversity and variety.
In Jaguar’s 30-second advertising, the models walk through intangible images while delivering statements like” Create Exuberant” and” Life Vivid”, which have been frequently mocked. Importantly, not a solitary Jaguar car appears in the entire campaign. This presence has baffled some, especially considering the company’s reputation for modern luxury vehicles.
Who is Santino Pietrosanti?
Pietrosanti, a US local, is the head of product at Jaguar. He now resides in Milton Keynes, England, where he lives with his Scottish father, Paul, and their cockapoo, Mia, in a £975, 000 house, according to The Daily Mail statement.
At the Attitude Awards last month, dressed in a spangled dinner coat over a see-through t-shirt, Pietrosanti shared his vision for the relaunch, describing it as a profit to Jaguar’s stems of” something really special”.
” We’re not just talking about new vehicles”, Pietrosanti told the audience, as quoted by The Daily Mail. We’re addressing the whole range of human potential and creativity, as well as new ways of thinking. Jaguar has often stood for brave uniqueness, striving to be a duplicate of everything. And we believe that every individual has the ability to be something special, something unique, and that’s what makes us solid”.
Pietrosanti’s commitment to diversity
A crucial part of Jaguar’s change, according to Pietrosanti, is its commitment to diversity and inclusion. ” At Jaguar, we proudly stand with the LGBTQ+ community”, he said. Where people are free to be themselves, authenticity and imagination flourish.
Under his leadership, Jaguar has established over 15 DEI ( Diversity, Equity, and Inclusion ) organizations, including efforts focused on Pride, women in engineering, and diversity. Important policy adjustments have been made to promote equality and make sure that Jaguar’s workplace reflects the different society in which it operates, such as introducing support for transitioning employees.
Pushback: Is Jaguar’s rebranding to “woke”?
While Pietrosanti’s perception has been hailed by some for supporting diversity and individual autonomy, some have criticized the rename as pandering to a “woke” plan. Despite the criticism, Pietrosanti is unwavering about Jaguar’s commitment to diversity, believing that it will enable both its workforce and consumers.
” We’re on a transformative trip of our own”, Pietrosanti declared, “driven by a conviction in richness, addition, creativity, coverage, and most importantly, activity”.
