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Originally Posted by Tacoma
Thanks for calling me "kiddo," I feel decades younger already! 
We can agree to disagree but if it's a comparison between an ad with fashion models but no cars vs. another ad with talking cars insulting each other & saying things like " whipper snapper" and " hey grandpa, have you been sniffing at the pipes too long?" and confronting each other like it's a gunfight at the O.K. Corral, then I would choose the talking and dueling cars as the more cringe-worthy.
My take on this is this is the first of a series of commercials, beginning with this teaser commercial introducing the new Jaguar brand. This will then be followed later with more direct commercials that will introduce the new direction featuring its new all-electric cars. Classic marketing strategy taking a small page from what Apple did in its 1984 Commercial to introduce the Macintosh.
According to one rebranding expert (read here): what they're doing is just kind of stirring up some emotions and stirring up some creative kind of look and feel of what the new brand is going to look like. It wasn't necessary that they show cars. They're just trying to get our attention at this point in time.
Will they be successful? Who the heck knows but Tata paid a lot for this brand and they've tried other options to boost sales that did not work. There's a hint of desperation but Tata knows status quo is not an option. |
They are toast because they are a legacy auto brand saddled with debt from making ICE vehicles who is trying to pivot to making EVs. They are highly highly unlikely to be able to both keep up with present EV makers and to do the manufacturing profitably.
In short, they are toast. They would be toast even with an amazingly wonderful advertising scheme.