Marketing director responsible for WOKE Jaguar rebrand is also an LGBT activist who supports Black Lives Matter

11/26/2024 / By Ramon Tomey

The marketing director responsible for iconic car brand Jaguar’s woke rebrand also appears to be an LGBT activist who supports the Black Lives Matter (BLM) movement.

According to the Daily Mail, designer and marketing guru Santino Pietrosanti is the one to blame for the marque’s pivot toward wokeism. Pietrosanti, who originally hails from the U.S., currently works as the head of the brand Jaguar – which India-based conglomerate Tata Group acquired from the Ford Motor Company in 2008 alongside Land Rover.

Pietrosanti lives in the United Kingdom, owning a £975,000 ($1.22 million) house in the city of Milton Keynes. He is married to his Scottish partner, who he has been with for 12 years. The pair also live in the same house with their pet dog Mia, a cockapoo (cross-breed of a Cocker spaniel and a miniature poodle).

The designer’s social media presence also showcased his beliefs for the world to see. His Facebook profile picture is an image of him and his partner posing with a BLM banner. Pietrosanti also lists his pronouns on his Instagram profile, a common practice among users who are vocal with their woke stances.

He was promoted to the position this year to lead Jaguar’s rebrand as an all-electric vehicle marque. Part of his efforts to overhaul the brand was changing its logo from the eponymous animal to a design that played on the brand’s first letter. But most of the criticism leveled at Pietrosanti centered on a new advertisement commissioned for Jaguar’s relaunch. (Related: Bud Light sales are horrific after marketing ploy with trans-activist backfires that the company is buying beer back from wholesalers.)

The ad featured androgynous models wearing bright clothing prancing around, with one segment showing “models walking through an alien-esque rocky landscape rendered in pink.” Short slogans that said “break molds,” “create exuberant” and “copy nothing” were superimposed in the center of the frame. Incidentally, the ad did not feature photos and videos of cars – Jaguar’s main product.

Pietrosanti brags about his efforts to push WOKEISM at Jaguar

The Mail also recounted how Pietrosanti bragged about his efforts to push wokeism at the automotive marque during an awards dinner. He highlighted that because of his work, the company has established over 15 diversity, equity and inclusion (DEI) groups as part of the company’s “transformative journey.”

The designer delivered his remarks during the Attitude Awards last month, which centered on “celebrating queer icons” and advancing LGBT activism. He also praised those in attendance as “extraordinary individuals” and “trailblazers in the fight for LGBT rights.” According to the tabloid, Pietrosanti’s remarks during the event “made it clear that the company had gone fully woke.”

“At Jaguar, we proudly stand with the LGBTQ+ community because we know that originality and creativity thrives in spaces where people are free to be themselves. A culture where our employees can bring their authentic selves to work,” he said.

“We’re passionate about our people and we’re committed to fostering a diverse inclusive and unified culture that is representative of not only the people who use our products but in a society in which we all live. And we are on a transformative journey of our own, driven by a belief in diversity, inclusion, creativity, policy and most importantly action.”

Pietrosanti also bragged about Jaguar’s establishment of 15 DEI groups under his watch, including “Pride, women in engineering and neurodiversity matters.” He continued: “This is only the start, and it’s going to be incredible.”

Car fans angrily reacted to Jaguar’s rebrand, calling it “woke” and “unhinged.” One commenter sarcastically congratulated the marque on Instagram for “killing a British icon.”

Watch Benny Johnson commenting on Jaguar’s new woke ad and noting how the car brand is going the same path as Bud Light.

This video is from the Sanivan channel on Brighteon.com.