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LOS ANGELES Jaguar continues its “Born with, lives for” positioning with a 30-second TV spot for its XJR model.
The “Mechanical Rabbit” ad, from WPP’s Young & Rubicam in Irvine, Calif., touts the vehicle’s 390-horsepower engine.
The spot opens with a silver rabbit racing down a track, followed by a close-up of Jaguar’s “leaper” hood ornament, which appears to be chasing the rabbit. The camera pans out to reveal a black Jaguar XJR, which pursues the rabbit over the Golden Gate Bridge and past San Francisco landmarks such as the Palace of Fine Arts and the “Painted Ladies” Victorian houses.
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