New Saab SportCombi advertising

Thanks to Fredrik’s email, here’s a new ad for the Saab 9-3 SportCombi a-la 2008.

I assume that’s the “Release Me” chick singing again?

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13 Comments

  1. I don’t know… But then again, in Sweden nobody really care about ads from Saab and Volvo – we buy them anyway. šŸ™‚

  2. Love the shot where we go from view of the road, ‘through the interior of the car’, to view of rear of the car – pretty cool.

    Music nice but forgettable?

    I know I’m probably missing the point here, but I’ll swallow my pride and ask anyway. Is the ad trying to say:
    (a)Saab 9-3 is the lastest of a number of Scandinavian discinctive designs like the eggchair; or
    (b) that Saabs are design-functional and not as silly/sperflusous as those other designs and fashionable scare-crows?

    OK, there, I asked – what’s that answer? I think it’s all a bit too subtle.

  3. I know Iā€™m probably missing the point here, but Iā€™ll swallow my pride and ask anyway. Is the ad trying to say:
    (a)Saab 9-3 is the lastest of a number of Scandinavian discinctive designs like the eggchair; or
    (b) that Saabs are design-functional and not as silly/sperflusous as those other designs and fashionable scare-crows?

    I had assumed (b) …I suppose it is open to interpretation.

  4. (a) and (b) are not mutually exclusive. The add transmits both messages. The 9-3 is a (scandinavian) design icon, and it’s design has a purpose (other than just being an attractive designed object).

  5. Saab should ditch the wimpy acoustic alternative music it keeps using and toss us some Scandinavian METAL. BREH.

    Or at least use the Hellacopters.

  6. Jeff,

    I’ll have to disagree with you on this one. I enjoyed the “Release Me” and “Through Your Eyes” musical tracks much better than the one used for the “Born from Jets” commercials.

    My opinion is that those two commercials underscore the difference between SAABs and the rest of the crowd. Anybody can rev their engine, squeel their tires, and crank out loud music. These commercials seem (at least to me) to be more cerebral.

  7. Andy – The people who would rev their engine, squeal their tires, and crank loud music wouldn’t be listening to crazy Scandinavian metal, they’d be listening to Van Halen or Disturbed or Guns n’ Roses. There’s an ocean of difference.

    Also, I’d like to point out that I’m one of those people who loves revving engines and squealing tires. I personally don’t think using acousticalt in your commercials makes you cerebral.

    Anyway, I was mostly being sarcastic, but I really do think that Saab should use more aggressive music to back up the new aggressive look. Maybe not black metal (though it would be pretty cool, Kroum :D), but something less…quiet. I was serious about the Hellacopters, they’d be great in a Saab commercial.

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