My beef is that there was no repositioning away from the main commercial obstacle, namely that it’s still behaving like old man's car. The spot is supposed to appeal to the jet-set but, for me, it comes across as way too glossy (and even sickly - how many times was 'gorgeous' slopped about in the copy?)
Where was the passion building like the BMW Films or Audi Channel? The Jaguar site is also a bit flat, never getting deeper than the gloss of stills, the occasional video and that horrible use of simulated page turning. Nothing compared to the likes of the Audi R8 site, BMW Pace or the Mercedes R-Class microsite.