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The latest advertising campaign from Jaguar attempts to emulate Apple's classic 1984 commercial, which famously took shots at IBM. With its portrayal of individuality versus conformity, the original commercial has since become a piece of marketing lore. However, Jaguar seems to have put a modern twist on this concept, infusing it with themes that resonate with today's social movements.
The advertisement explicitly identifies itself as a continuation of the brand's storied tradition, yet the execution raises questions about its alignment with consumer expectations. Viewers may wonder if the commercial genuinely reflects the brand's luxurious and powerful identity or if it falls flat in targeting the upscale consumers who have historically gravitated toward Jaguar.