British vehicle company Jaguar‘s latest advertisement, “Copy Nothing,” has ignited a firestorm on social media for featuring models and not a single car. Critics have labeled the ad everything from “pretentious” to “a fashion show for people who forgot what they’re selling.” Santino Pietrosanti, the self-styled marketing guru who orchestrated Jaguar’s controversial rebranding, is at the center of the fierce debate surrounding the car company’s shift toward inclusivity and diversity.
In Jaguar’s 30-second ad, the models walk through abstract scenes while delivering phrases like “Create Exuberant” and “Live Vivid,” which have been widely mocked. Notably, not a single Jaguar car appears in the entire ad. This absence has baffled many, especially considering the brand’s reputation for sleek luxury vehicles.
Who is Santino Pietrosanti?
Pietrosanti, a US native, is the head of brand at Jaguar. He now resides in Milton Keynes, England, where he lives with his Scottish husband, Paul, and their cockapoo, Mia, in a £975,000 home, according to The Daily Mail report.
At the Attitude Awards last month, dressed in a spangled dinner jacket over a see-through t-shirt, Pietrosanti shared his vision for the rebrand, describing it as a return to Jaguar’s roots of “something truly special.”
“We’re not just talking about new cars,” Pietrosanti told the audience, as quoted by The Daily Mail. “We are talking about all new ways of thinking and embracing the full spectrum of human potential and creativity. Jaguar has always stood for fearless originality, striving to be a copy of nothing. And we believe that every person has the potential to be something unique, something original, and that’s what makes us strong.”
Pietrosanti’s commitment to diversity
A key part of Jaguar’s transformation, according to Pietrosanti, is its commitment to diversity and inclusion. “At Jaguar, we proudly stand with the LGBTQ+ community,” he said. “Originality and creativity thrive in spaces where people are free to be themselves.”
Under his leadership, Jaguar has established over 15 DEI (Diversity, Equity, and Inclusion) groups, including initiatives focused on Pride, women in engineering, and neurodiversity. Major policy changes, such as creating support for transitioning employees, have been implemented to drive equity and ensure that Jaguar’s workforce reflects the diverse society in which it operates.
Backlash: Is Jaguar’s rebranding too “woke”?
While Pietrosanti’s vision has been hailed by some for championing inclusivity and employee empowerment, others have criticized the rebrand as pandering to a “woke” agenda. Regardless of the backlash, Pietrosanti remains steadfast in his belief that Jaguar’s commitment to diversity will not only redefine the brand but will also empower its employees and customers alike.
“We’re on a transformative journey of our own,” Pietrosanti declared, “driven by a belief in diversity, inclusion, creativity, policy, and most importantly, action.”