Bright spark

Global – Jaguar previewed its first I-PACE concept electric car with an ad that addresses a dislocated world.

• Following the results of the 2016 US presidential election, many consumers fear that society will become more divided and that climate change legislation will be scrapped
• Brands are increasingly taking a stand for what they believe in and sharing their political beliefs

The ad, which was shown at the Los Angeles Motor Show, paraphrases Shakespeare’s Macbeth to address the President-elect’s aggressive campaign tactics. ‘Such posturing and shouting is just a tale told by an idiot. Full of sound and fury, but signifying nothing,’ the narrator says.

The timeless prose reminds viewers of the need to take a long-term view in regards to global crises, while shots of beautiful green vistas, solar power stations and statues of ancient gods point towards an idyllic vision of the future and the role of pioneering brands to effect positive change. ‘Our tomorrow will be led by brighter suns,’ the narrator continues. ‘We are not waiting for tomorrow.’