Jaguar Land Rover Fires Chief Creative Officer Behind Controversial ‘Woke’ Ad Campaign

Jaguar Land Rover (JLR) has reportedly dismissed its longtime Chief Creative Officer, Gerry McGovern, with “immediate effect,” following mounting internal and public backlash over the company’s recent widely ridiculed rebranding efforts.

According to GB News, McGovern — who joined the company in 2004 and became the public face of Jaguar’s “reinvention” — was terminated just days ago. His ouster marks a dramatic fallout from a rebrand that was intended to rejuvenate the historic luxury marque but instead fractured Jaguar’s fan base, alienated traditional buyers, and fueled months of negative headlines.

A Reinvention That Went Sideways

McGovern played a central role in unveiling Jaguar’s Type 00 electric concept, which he described as the result of “brave, unconstrained creative thinking, and unwavering determination.” The pivot was meant to position Jaguar as a futuristic, avant-garde brand in a crowded electric vehicle market.

But critics say the redesign was less a bold step forward and more a jarring departure from Jaguar’s heritage — one that confused consumers and ignored the core audience that built the brand over decades.

The tipping point came in November 2024 with Jaguar’s viral commercial promoting the rebrand. The ad featured no cars at all, instead showcasing androgynous models in surreal, stylized outfits, accompanied by bright colors and abstract visuals. Its caption: “We’re here to delete ordinary. To go bold. To copy nothing.”

The reaction was swift and overwhelmingly negative. Car enthusiasts, longtime customers, and even political leaders mocked the ad as “woke,” “embarrassing,” and “a rejection of the Jaguar identity.”

The ad was slammed for ignoring the one thing luxury car buyers cared about: the vehicles.

Farage and the Public Sounded the Alarm

Reform UK Leader Nigel Farage accused Jaguar of abandoning its roots for ideological posturing, warning that the brand would pay for the misstep.

He was at least partially right according to the public’s verdict.

Following the ad’s release, Jaguar’s registrations collapsed across Europe. According to the European Automobile Manufacturers’ Association (AECA), the company sold just 49 vehicles in April 2025, compared to 1,961 in April 2024 — a devastating 97.5% decline.

Videos of consumers and car enthusiasts openly mocking the commercial circulated widely, further damaging the brand’s standing.

Leadership Shake-Up Continues

McGovern’s firing comes on the heels of JLR CEO Adrian Mardell’s retirement. Mardell, who led the rebranding strategy and approved the controversial ad campaign, stepped down after three years as CEO and 35 years with the company.

With both the architect of the rebrand and its chief creative force now out, analysts say Jaguar may be preparing for another course correction — one hoping to stabilize the brand and restore confidence among dealers and customers.

What’s Next for Jaguar?

JLR has offered no official statement on McGovern’s reported termination, but industry insiders believe the company is gearing up to either significantly revise the “reinvention” strategy or scrap it altogether.

With sales cratering, leadership departing, and the brand’s reputation bruised, Jaguar is facing its most critical crossroads in decades. The company must now decide whether to double down on its modernist experiment — or return to the performance-driven ethos that made its name iconic in the first place.