The making of the latest Saab 9-3 ad

Robin M (unofficially Saab GB’s best salesman) has shot through a link from Saab Global on the making of the latest ad for the 2008 Saab 9-3. It’s the one featuring the sofa chairlifts and the egg chair and all that stuff – oh, the car too.

Saab 9-3 ad

It was a little surprising to find that the ad was shot in Italy. This clip runs for about three minutes and shows you some of the behind-the-scenes stuff that goes into making a TV commercial.

You can view it by clicking here.

And if you haven’t seen the ad itself yet, here’s the SportCombi version:

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  1. Great commercial. Both this and “Release Me” are pretty good, IMHO.

    Good gravy man- is it that hard to figure out how much better “Move Your Mind” is than “Born From Jets”? All you have to do is watch the video, and then imagine how “Saab- Born From Jets” would look after the ad.

    That’s right, ridiculous.

  2. I wish they would run these ads in the US. They would be well-received.

    The hardest thing to do is get people to pay attention to ads, and these suck the viewer right in.

  3. I disagree. While the ad was visually beautiful and the song is not offensive, it’s hardly a catchy ad. Nobody’s going to have that song stuck in their head and the visuals, while nice would put the average American to sleep. We’re an ADD nation.

    I just don’t think this ad would translate well to the American consumer.

    I don’t care for the BFJ ads either, mind you. I think something more along the lines of the new Jaguar ads are what Saab needs in the U.S. You don’t finish watching the Jaguar commercial and think, “nice ad, what was it for again?” like you do with the 9³ ad above.

    The reason “move your mind” won’t directly translate to the U.S. is because different regions require different targeted advertising. In the U.S. you need to be the squeaky wheel to get the grease, unfortunately. Subtle, arty ads don’t sell products here.

    As much as I’m starting to dislike the whole BFJ campaign, I think it’ll sell a lot more Saabs in the U.S. than the “move your mind” ads would.

  4. I actually think the last ad slogan Saab used in the US before BFJ (The state of independence) wasn’t half bad. Although Saab wasn’t anywhere close to independent being a GM brand, I thought it was catchy and portrayed the individuality of Saab over other luxury brands rather well.

    BFJ, while great and catchy when it came out, is starting to get old. It’s time for a new slogan. “Move Your Mind” would work, but Smart USA has chosen “Open Your Mind” as their tagline, and that might confuse potential customers.

  5. Spinning off from Scandinavian design perhaps is a good idea.
    But I wounder, to they use the swedish licence plates in the commercials outside of sweden like in this one ? I know other companys do the opposite and change them to whatever country they are running the ad in.

  6. jchan: I remember that campaign (State of Independence) and I too think that it reflected an angle that sells Saabs in the U.S.

    I remember though that people were knocking the television commercials because they didn’t even show the product. I thought they were pretty clever, but what do I know?

    There was one which showed an airport baggage claim turntable and all these identical black wheeled bags were falling out onto it and then there was a red one that stood-out. That was the Saab in the sea of Bimmers. Pretty clever.

  7. Bejron, the answer to your question is not in the USA. All the commercials from Saab do not show the Euro license plates. Most car adds don’t show license plates at all or if they do, it’s a generic looking US one.

    Here is an example of the BFJ campaign that I liked. I’ll agree that it was awesome at first.

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