Another Saab Innovation

I have a page full of Saab innovations as listed by Saab Automobile AB. Looking back on all the historic safety and performance achievements, I couldn’t find this one anywhere…..

Launched June 30, 2005, LOGO finally provides the powerful medium of TV to gay advertisers who could previously choose only between print, online media and (more recently) satellite radio……

…..Subaru never took a liking to online advertising, but was sold on satellite provider Sirius Radio’s gay channel, OutQ. It also agreed to a product placement on Showtime’s “The L Word” in 2004. For the new TV ads, the car maker had to double its gay advertising budget (it does not reveal spending figures), but the opportunity was ripe as competition increased dramatically: Mitsubishi, Volvo, Jaguar, Toyota, Saab, Volkswagen, Cadillac, Scion, Saturn, Mercedes, and others now seek gay drivers — compared to just Saab in 1996.

Like Jerry used to say…..“not that there’s anything wrong with that…”

Whilst I’m not one of the target market for this type of advertising, I’d like to see the ads that were targeted this way. In truth, they’re probably a lot of the usual Saab ads we see all the time. My Gay-dar is virtually non-existant so it’s not like I’d notice. Now that I think about it, I could see the Saab vs Steroids ad appealing to some who were that way inclined, however.

And let’s face it, the Saab showrooms are always very neat.

If anyone’s got any gay-specific Saab ads, then please let me know.

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3 Comments

  1. As a gay SAAB enthusiast I’d like to see more targeted advertising. However, that could be a double-edged sword. If SAAB got a reputation as a “gay car”, I’m afraid that would only hurt sales.

  2. Jon,

    Are there any ads that you think were targeted in their content? i.e. ad layout or subject material/presentation. Or is it just the placement (i.e. relevant magazines etc) that’s been the focus of Saab’s efforts since 1996? Had you noticed them before?

  3. Honestly I haven’t seen any ads targeting my demographic, however I’m probably not the best one to ask. I don’t subscribe to any of the “gay media”…. magazines etc. I’m probably one of the most “non-gay” acting gay men you’d ever meet. LOL.

    I can see how targeting of this type would be good on one hand, after all we (as a group) tend to have more disposable income since we don’t have families to support.

    On the other side of the coin, given this country’s oversupply of “moral” busy-bodies who have nothing better to do than involve themselves in someone else’s life, I can see how it would bring negative publicity to SAAB that GM just dosen’t need right now.

    Catch 22 đŸ™‚

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