Especially on the heels of Jaguar's horrendous reboot that they rightly got eviscerated over.

I mean, Volvo's marketing team approach is the equivalent of BYU fans winning over B12 fans while Jaguar's marketing team approach is the equivalent of all the crap Utah fans have done to alienate the conference. There's that big of a disparity here between ads and approaches. I'm not linking the Jaguar one because it's that bad. Go look it up yourself if you haven't already seen it.

https://www.youtube.com/watch?v=cQX-QXxwGvA&pp=ygUIdm9sdm8gYWQ%3D