Lots of great comments here and these capture a lot of it for me:
What's striking to me about these ads is how much Labour is straining to capture Tory ground on crime and other social issues. That implies that Labour is starting to worry about its ability to win over the all-important swing voter in the next GE.
And
These ads would appear to have been put out without any oversight, whatsoever. Which seems to be in accordance, with labour admitting that they don't bother following their own research.
Don't follow their own research, don't ask the shadow cabinet about inflammatory adverts before publication, and don't check with the leader of the party what he thinks about guidelines that he himself discussed, as part of the committee overseeing them.
Who, exactly, is running the bloody party? Because whichever way you cut it up, it's incompetence on steroids.
I remember the New Labour, New Danger advert. It made the Tories look deranged. These recent ones somehow echo what was wrong with that one - in that they seem to be so worried they're coming off deranged. They clearly haven't consulted widely in the party, leading to the question: who is actually in charge? Reed and Rayner? Cooper has actively distanced herself from it (leaking that she wasn't consulted), Blunkett wrote a MoS op-ed attacking it, and almost none of the shadow cabinet including Starmer have retweeted it!
And because they've gone back to 2010, it's brought about lots of valid questions about Starmer and his role on the Sentencing Council, and Thornberry's own criticism of Starmer as DPP which may otherwise have been left buried, not to mention Starmer's signing of a letter about not deporting convicted, violent criminals who went on to commit further violent crimes.
I assume that the Tories are sitting back and letting them stew in this unnecessary own goal.