The “Born from Jets” ad campaign will begin in the US this weekend, with ads showing various models from the Saab lineup driving along with a fighter escort and other things.
I showed one ‘Born from Jets’ ad here yesterday, though interestingly it featured a “Born of Jets” moniker at the end (of as opposed to from). I’m now wondering if that ad was a European ad rather than a US ad, though it was in English and had the car on the right hand side of the road.
David Wishart made an interesting point in comments about the closeness of that ad’s content to the September 11 attacks in New York. Veiwing the ad again (click here to do so), it was a little diconcerting to see all these people with concerned faces looking upwards at the unexpected sound of a jet engine passing close by overhead. Perhaps that’s another reason why this might be a European ad rather than a US release.
Brandweek have some more juice on the new ad campaign:
The effort, via Lowe, NY, backs four new products for model-year 2006, including the 9-3 Sport Combi, a refreshed 9-5 flagship and Aero (Saab’s performance moniker) version of the 9-3, with a V6 turbocharged engine. It also replaces the tagline, “State of Independence” with “Born from Jets.”
The effort breaks Sunday, Oct. 23, with TV, print, Internet and grassroots and promotional elements, with ads making direct reference to aeronautics. A company spokesperson for the GM division said ads will show Saab jets flying along in formation above different Saab cars.