I first posted about the Saab Blackbird video as soon as it came online on the Director’s own website, back on the 6th April. I’ve received a couple of emails about it since then so I thought I’d post again as some people may have been away with thoughts of Easter bunnies and eggs and stuff.
To start us off right, here’s the YouTube version, though if you really want to experience it properly, go to the original site and see the full res version. It’s worth a click.
Now, the question is – what do Saab do with this?
First of all, this clip wasn’t made by Saab and to the best of my knowledge, it wasn’t made at Saab’s request. I emailed the director, Joseph Kosinski, to congratulate him on the clip and he replied:
Thanks Steven, I appreciate it…I’m hoping that SAAB picks this spot up and runs it on air or in theaters…they have such a cool brand with so much potential…J
Joseph’s a film guy and it appears that he’s made this clip at his own initiative to showcase his talents. If Saab fulfill his wish then he gets to recoup his investment and his talents get the widespread showcase they deserve.
I’m sure Saab have seen the clip by now. It’s been all over the web and I also emailed a contact at Saab USA to get their thoughts on it – no reply to that email yet. They know that it’s out there and if they’re doing their free market research, they’ll know that the reaction to the clip is overwhelmingly positive.
This is a great clip that sets the brand off with class. This is a clip that captures your attention and I’d hazard an educated guess and say it’d spark some interest that would lead directly to showroom traffic.
But there lies the rub.
What happens if people see this clip, decide to check out their local Saab dealer and ask to see that gorgeous white car that was in the clip. All your local Saab dealer can do is show them a 9-3, a 9-5 or a 9-7x. Could you possibly desecrate such a beautiful clip with a disclaimer saying that the car shown is a concept only?
And even if Saab wanted to use it, could they?
GM have advertising contracts with various agencies for various brands and I can’t help but think that in the somewhat letigious United States that those contracts would be drawn up to be as tight as a drum. I know we have a few legal eagles that visit the site, perhaps you could share your perspective?
Perhaps Saab could convince their advertising people to come up with a proper voiceover to accompany it. Perhaps they could work with Joseph Kosinki to produce an edit that includes a current vehicle as well. What if the Aero-X is referred to in the voiceover as a car of the future and they show it pulling up next to a MY2008 9-3, referred to as the classic that you can have now?
Just an idea.
I’d just hate to think that such an engaging and classy clip would go to waste.