Now that we’ve crept up over 200 votes, I think it’s fair enough to review the results of the Saab advertising poll I posted here a few days ago.
As you can see, Born From Jets has led the pack, with Move Your Mind coming a decent second.
For the record, Move Your Mind would have been my choice.
Regardless, I can definitely see why Born From Jets would take the prize. The ads are well made and the slogan is representative of Saab’s heritage. Listening to Jay Spenchian speak at the SOC it seemed that the campaign certainly has made an impression too, with focus group testing showing high rates of acceptance and enthusiasm for the ads.
I guess the good thing about Born From Jets is that it does say something about the product, and it relates the product to something that’s cool.
Move Your Mind speaks to me the most because it’s the campaign that’s been used the most here in Australia and as a Saab enthusiast I understand the culture. I understand that choosing Saab isn’t mainstream and I love Saabs exactly for that reason. Not only are they incredible to drive, they’re different from anything else out there. For most motorists, deliberately choosing a Saab involves a paradigm shift.
The State of Independance probably works in a similar way, primarily for American users.
We Don’t Make Compromises received fair support for an older campaign, however I’m not sure that a campaign like that could fly nowadays without attracting an adverse reaction that was way out of proportion.
Find Your Own Road? I don’t know much about this but the ads look like the essence of “quirky” and as I hate the use of that word in relation to Saab, it’s best I just leave the whole thing alone.