For purposes of this article woke is about 10% of our population while folk is defined as the remaining 90% of our population.
Growing up my father taught us how to operate a business in a capitalist society. We operated a small vegetable farm (truck farm) whereby we children had the tasks of helping raise the vegetables and then selling them at a roadside stand. We learned some excellent lessons from these experiences:
- The customer is always right.
- Given the customer what they want.
- The best advertising in the world is “word of mouth”.
- Quality always trumps quantity.
- Give the customer more than they expect.
- Know your customer base and provide what they need.
- How to make change and count money.
I recently witnessed two examples of major world corporations that brought Dad, and his lessons, back to mind.
This year the Jaguar automobile company of the United Kingdom ran a woke ad campaign seemingly tailored to please the minority of our population who prioritizes diversity, equity, and inclusion. Their sales promptly plummeted some 97%!
“‘You go woke, you go broke’: Jaguar sales crash massively following rebrand” – Sky News Australia
The ad seemingly was more about deviant fashion and conduct resisting compliance to society norms rather than about selling cars. This jumped out immediately to most viewers around the world. The marketing failure of this ad took American people back to the calamity of the Bud Light ad campaign just 2 years prior with trans activist and social media celebrity Dylan Mulvaney, a biological man acting a woman.
“Jaguar Reveal FAIL, Humiliated Worldwide following Bud Light rebranding!” – Midnight’s Edge
The podcast Midnight’s Edge makes the interesting point that male testosterone, sperm counts, and grip strength are going down globally. They then make the association with sales of Jaguar automobiles representing male “toxic masculinity” now also in decline.
Some neutral observers on the sidelines are now pondering aloud whether the recent marketing campaigns of Bud Light and Jaguar are examples of intentional corporate sabotage. This is a serious concept because corporate leaders are charged with being the stewards of their stockholder’s investments in their companies.
QUESTION: So if going woke means going broke, what is the opposite?
ANSWER: Give the 90% of your global audience (folk) what they want ignoring the rest.
American Eagle jeans did a new marketing ad campaign this past week that serves as a polar opposite to what Jaguar did this year. It featured the very sexy film star Sydney Sweeney putting on a pair of American Eagle jeans proclaiming she has “good jeans”.
“Sydney Sweeney Has Great Jeans | American Eagle”
The result of their short Sydney Sweeney ad was their jeans sold out in 2 days, their store revenue increased 12%, and their market value also went up 12%. But, once again, the socialist lefties had to attack American Eagle for this new ad as; Nazi propaganda, eugenics, fascism, white supremacy, body shaming, etc.
Their “white noise” (pun intended) gave us all cause to pause and recall the famous old adage:
“Money talks and bullsh*t walks.” – Anonymous Source from about 1968
CONCLUSION:
Jaguar had some real serious issues before President Trump came along with his trade tariffs and Jaguar decided to self-destruct with this woke ad campaign in 2025. It is a prestigious car and a car I know a little bit about.
My first experience happened as a teenager. I somehow saw and fell in love with the 1969 Jaguar XKE. I was in high school then. Then, oddly enough, I got to walk right past one in our university parking lot on the way to classes every day as a freshman years later. But the story gets even weirder. In my junior year I was taking courses in welding. That same car came into our shop for repairs with its driver’s door broken off at the hinges. It turned out to belong to a university professor who wanted us to fix it. The door was aluminum and it had corroded off at the hinges and required TIG welding to repair it. I fell out of love with Jaguar after that.
My other experience came years later. I got to drive one of a friend in the year 2000. It was a leased car for his insurance business and he wanted me to drive it since I am a certified Illinois Driver’s Education instructor. He wanted me to evaluate it to see what I thought of it. I was all smiles as I felt the car on the road and said, “Wow, this feels like the heaviest car I have ever driven in my life! It feels like a friggen tank and yet it is so smooth and quiet inside!” He agreed and said those were his first two thoughts as well.
I think Jaguars are not selling well because they went past the average price point where most people of the world can afford them or are willing to pay for them. They are said to start at $40,000 and go for well over $100,000.
I think American Eagle jeans sell well because they are made with good quality at a reasonable price point. I think Sydney Sweeney is a beautiful young lady and I loved her performance in the movie “Anyone But You”. The fact she is white is of no consequence to me as a potential American consumer of goods. Anyone who would care to dispute this is a delusional racist themselves.
I will offer you a surprising true point of view to prove this out:
“I think Rep. Jasmine Crockett (D-TX) is one of the most attractive black women I have ever seen in my life. However, every time she opens her ghetto gutter trash talking mouth to lie about conservative Republicans, I think she instantly turns ugly. Also, she can lose those goofy looking fake eyelashes as they are a distraction to her natural beauty.” – Mark Schwendau
So, there you have it. This ad is not about race. This is about intellect, about knowing the American public. You cannot go against the flow and that is a basic lesson of nature.
If you want to sell goods in America, don’t put out commercial ads that look like circus freak sideshows of 50 years ago. So sorry (not sorry) if I offend. My only intent is to keep it real.
I will conclude this with making the same offer to Jaguar I made to Bud Light:
I am very willing to serve as a consultant for a low six figure salary working remotely to save you and your stockholders millions, if not billions of dollars. You allow me to review any new commercial ad campaigns and when I say, “Yeah, let’s not do/do that one because it is really stupid/smart,” you listen to me and follow my advice.
So far with Bud Light, Jaguar, and American Eagle I am now batting 3 for 3!
© 2025 by Mark S. Schwendau
