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Mastermind behind disastrous Jaguar 'rebrand' is a BLM-supporting LGBT activist
By newseditors // 2024-11-22
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The mastermind behind Jaguar’s disastrous woke rebrand is a BLM-supporting LGBT activist who pledged to enhance the car company’s commitment to ‘diversity and inclusivity’. (Article by Paul Joseph Watson republished from Modernity.news) Now it makes perfect sense. Jaguar was vehemently ridiculed for releasing a new commercial as part of this rebrand that featured a group of androgynous individuals in bright clothing prancing around while glib messages that said “break moulds” and “copy nothing” flashed up on screen. The advert contained no video footage or images of a car whatsoever. It now emerges that the man leading the rebrand is designer and marketing guru Santino Pietrosanti, who bragged during an awards dinner that Jaguar had established over 15 DEI groups as part of the company’s “transformative journey.” During the dinner, Pietrosanti praised those in attendance as “extraordinary individuals, trailblazers in the fight for LGBTQ+ rights.” Pietrosanti lives in the UK with his husband Paul and their cockapoo dog. He also lists his ‘pronouns’ on his Instagram profile. Speaking at the Attitude Awards last month, an event based around ‘celebrating queer icons’ and advancing LGBT activism, Pietrosanti 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,” said Pietrosanti. “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,” he added. A culture where our employees can bring their authentic selves to work. And we are on a transformative journey of our own, driven by a belief in diversity, inclusion, creativity, policy, and most importantly action.” He bragged that Jaguar had created 15 Diversity, Equality and Inclusion (DEI) groups, including, “Pride, women in engineering, and neurodiversity matters.” Pietrosanti, who was promoted earlier this year to lead the rebrand, features in his Facebook profile picture an image of him and his husband posing with a Black Lives Matter banner. Despite the massive backlash to the new campaign, which included Jaguar changing its logo to something far uglier, Pietrosanti responded defiantly, asserting, “This is only the start – and it’s going to be incredible.” Yeah, good luck with that. Read more at: Modernity.news
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