How LGBTQ+ Activism Ruined Jaguar.
The roots of Jaguar's advertising disaster lie in its decade long partnership with one of the most toxic gay men in the entire LGBTQ+ lobby: the trans-obsessed publisher of 'Attitude' magazine.
Last week’s bizarre Jaguar advert ‘Copy Nothing’ has been almost universally panned. Marketing experts are no doubt right now trying to decide its ranking in the List of Worst Ads Ever.
Is it more ridiculous than Pepsi’s ad from 2017 where Kendall Jenner defuses a social justice riot by handing a cop a …can of Pepsi? Just about.
Is it creepier than Peloton’s ad from 2019 in which a guy gifts his apparently anorexic girlfriend an exercise bike so she can lose some weight?
Perhaps not. It’s a stinker nonetheless.
One reason the Jaguar ad was so widely mocked was the cast looked as if they had discharged themselves from some kind of “neurodivergent” institution. Then raided random bins for things to wear.
They exuded all the joy of a troupe of Uighur slave workers pressed into action to promote Xi Jinping’s latest Five Year Plan. But as waves of hysterical laughter rolled across the world there was one little chink of light for Jaguar.
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No one else has revealed, as far as I can see, the true story of the decade long subversion of Jaguar by the LGBTQ+ lobby and its champion Darren Styles….a man whom my wonderful friend Adder, who is in her 80s, would call… “a piece of work”.
I pride myself on diving deeper than almost anyone else, and certainly more than the mainstream media.
Enjoy.
Darren Styles, the MD and Publishing Editor of LGBTQ+ magazine Attitude was glowing in his praise. According to Darren the fact the likes of Elon Musk and Nigel Farage pilloried the ad was great news for Jaguar. Their “hate and homophobia made a genius of Jaguar’s rebrand,” he declared.
Mmm…
The rather obvious flaw in his argument is that just because these men loathe something doesn’t mean the thing they loathe is ….genius. Musk and Farage presumably also hate cholera, stink bombs and being slapped around the face with a frozen trout. That does not mean anyone else should seek out these experiences. Never mind that they equate to ….genius.
You probably assume Jaguar’s management could care less about the views of Darren Styles OBE (he refers to his gong so often he probably has it monogrammed on his slippers). After all this is a man who has become a byword for LGBTQ+ extremism, not least for spewing online insults about JK Rowling.
“Pay her hatred no heed” he urged in 2022, as he repeated the canard that Rowling chose her detective novel alias as a tribute to Robert Galbraith who “invented conversion therapy”. She didn’t.
He’s also claimed she barks at the moon, is responsible for trans deaths and urged trans activists to sue her. She wishes.
When he’s not railing against Rowling, Styles takes regular pot-shots at other iconic gender critical figures like Rosie Duffield, Maya Forstater, Helen Joyce, and Allison Bailey. Oh and LGB Alliance…naturally.
Earlier this year when Wes Streeting upheld the ban on puberty blockers Styles ranted, “you bet I’m angry”.
When LGB Alliance won charity status Styles expressed outrage.
Styles has relentlessly used Attitude to advance the most ridiculous and dangerous elements of the trans lobby’s agenda. The magazine cheered on Chiyo, a mentally troubled Brazilian woman, when she was chosen as a finalist for Mr Gay England, and featured images of her with scars where breasts had once been.
Very ….Mr Gay England.
In her interview Chiyo revealed, “I have a period once a month and I have no qualms openly talking about how my pussy bleeds and how difficult that makes navigating spaces as a gay man.”
If only she had more qualms.
In 2023 Attitude handed its Woman of the Year award to Dylan Mulvaney, the trans activist who is a walking insult to women.
“No matter how hard I try, or what I wear, or what surgeries I have, I will never reach an acceptable version of womanhood by those hateful people’s standards.” Mulvaney complained.
Never a truer word.
It’s clear that when it comes to the gender wars Styles has well and truly chosen his side. One that is none too bothered about minor details like respect for those with other views. Or telling the truth.
All this is to say that if you were a major British brand like Jaguar Cars the fact Styles gave the thumbs up to your controversial advert should be neither here nor there. He’s a furious activist who likes to lob insults at public fugures while taking positions that are, for example, against NHS policy on prescribing drugs to children.
And yet. What Styles thinks turns out to matter a great deal to Jaguar.
This is the extraordinary story of how one of the most evocative brands in the world fell prey to the most miserable social justice movement on the planet. And how its management were guided by the opinions of one of the most toxic individuals in the entire British LGBTQ+ mob.
The strange love affair between Darren Styles and Jaguar’s management began a decade ago. As this relationship intensified it injected the angry self-righteousness of the LGBTQ+ lobby…into the arteries of one of Britain’s most respected firms. This would culminate in Jaguar’s bosses declaring war on common sense and the car-buying public in their risible ad.
Read and weep.