Whose first reaction when they saw that 30-second launch video of a diverse set of people dressed in futuristic-themed, neon clothing wasn’t, “What the hell is this?” It looked like Jaguar was moving into high fashion but wasn’t even getting that right. For a brand that is statuesque, “creating shock like that felt like a marketing gimmick that is completely out of place,” Krupa Sheth Kapadia, Creative Director at Stratedgy, said when I asked her if she thought their strategy was to create ‘shock and awe’.