I guess it’d be too much to let this ad pass my radar screen without saying something about it…..
Comments in the original post for this ad were pretty scathing, and I guess I don’t have too much to add that’s going to give Saab any relief. I think Wulf hit the nail on the head:
If this came from the old advertising agency, I can’t wait to see the work from the new one. If this is from the new agency, someone please call Mr. Shannon and ask what is up with this
For a major refresh of Saab’s biggest selling model – a car that’s going to beget a new XWD performance variant as well as a XWD SportCombi mild offroader – this really does seem to show a major lack of imagination. It’s not so bad that it offends me at all, but with so much on the line and such a great new product to promote, I was expecting so much more. It’s one thing to continue on a theme that’s given you good survey results, but this doesn’t seem to extend on the theme or give any new depth or connection to it. It’s just really….shallow.
This might put a kink in my relationship with SaabUSA and should I ever get the opportunity, this is definitely going to make meeting the man more than just a little awkward – but where’s Steve Shannon? Did he sign off on this? If so, did he look at it beforehand with a critical mind? Are they getting people that know the brand at all in their focus groups or are they testing it on owners of competitor’s vehicles? If their focus group is uneducated then it’s money that’s not well spent at all. Saab owners are pretty savvy at informing themselves and in my experience, they’ve got a pretty good BS-detector.
As far as “whodunnit” goes, I believe it definitely would have been the outgoing ad agency as that changeover announcement is too fresh. But I’m quite sure this would have been pitched and developed under Shannon’s tenure.
If so, then I’m really starting to worry about who’s at the wheel for SaabUSA. You’ve got no lease deals for outgoing models, no Euro Delivery program, and now a truly unimaginative and superficial ad for what’s one of Saab’s most important models in recent history. Now that 2008 deliveries to dealerships are starting, there’ll be no more excuses.
Born From Jets was a good opener. It was a good introduction to some of Saab’s heritage. But this is just all teeth and no bite, and something’s got to change about that.