In the face of rapidly plummeting sales, one of the world's top luxury car brands is firing the creative director faulted for the automobile brand's "woke" redesign. In November of 2024, Jaguar launched a new marketing campaign to herald the luxury sports car's redesign, which eliminated the iconic leaping jaguar logo and was reportedly steering the brand in an electric vehicle-only direction. The accompanying ad campaign featured a cast of androgynous minorities clad in avant-garde costumes, exotic extraterrestrial landscapes, and slogans like, "create exuberant," "live vivid," "delete ordinary," "break molds," and "copy nothing." Noticeably, the sports car commercial did not feature any cars.