Hubris as Strategy

Sometimes advertisers are so caught up in the competitive spirit that they slam the competition but forget to sell their own product.  The recent Jaguar commercial is an example of hubris in advertising.  The ad makes no claims, creates no unique selling proposition, has no distinctive brand attributes.  The ad simply says that Jaguar is the fastest growing luxury brand ... and that the competition is quaking in their boots.  What's worse, the artful production uses effects (like the headlamps of the car creating a mini light show) that actually obscure the product.  

I'm sure when the commercial was screened, the execs in the conference room were high-five-ing when the ad claims that Jaguar is growing faster than the competition.  I'm also willing to bet that the consumer will simply yawn.