• Aug 27th 2009 at 3:00PM
  • 11
2010 Saab 9-3X commercial – Click above to watch video

Saab really has been changing perspective lately, from the look of its cars to the people who decide on the look of its cars. That kind of thing will happen when you enter bankruptcy and are sold back into the bosom of your homeland. So this Saab 9-3X commercial is a, yes, quirky, look at the the philosophy behind Trollhatten's finest. Who else would make an ad that includes a paper airplane, an ant, a moose and a pine cone to advertise a station wagon?

Follow the jump to watch the video or check out Saab's new lifted wagon in all its high-res glory in our gallery below.

[Source: YouTube]

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    • 1 Second Ago
      • 6 Years Ago
      I should NOT have done acid this morning.
      • 6 Years Ago
      My guess is that this ad is for British TV. I may be reaching here, but I'd imagine that, with as highly-rated as shows like Top Gear and 5th Gear are over there, a higher percentage of British views will get the turbo reference. And the airplane.

      While the ad is pretty slick, it's not the best CAR ad in the world. It has a wow factor similar to that of the Prius, but you SEE the Prius the whole time. You know they're selling the Prius.

      As much of a Saab fan as I am, I think that it too loosely associates the message of the first 2/3rds of the ad with the actual VEHICLE and BRAND they're trying to sell. You think Cool! And then you're like...hey...what's this Saab wagon thing? The Prius (as much as I hate hate hate it) puts the "Cool!" and the product together in the same frame.

      Now, one of the Prius ads in that series seems poorly thought-out to me, and that's the one where everything/everybody starts out painted white, or wearing white costumes, and then as the car moves, everything turns green, colorful, and sunny as the car pulls the sun close and drags it around. You'd think you'd want to do DISASSOCIATE your product with warming the earth up and melting all the snow. But perhaps I've approached it to cerebrally.

      At any rate, I'm entertained by the ad, but if it's paired with other ads on a commercial break, it's going to be hard to remember that I should buy a Saab 9-3x because of it. Beats the hell out of "born from jets", though.
      • 6 Years Ago
      Brilliant. Unfortunately, it may be a little too smart for some people.
        • 6 Years Ago
        Of course anyone with GM as a username is sure to think that
      • 6 Years Ago
      Love the "not another car" bit
      • 6 Years Ago
      My saabaru is still my favorite! ;)
      • 6 Years Ago
      I guess Saab finally realized that their neutered, family / hippie car line-up doesn't really benefit much from that "born from jets" BS, huh? LOL
      • 6 Years Ago
      This reminds me of an iPhone or iPod commercial. Quirky background music, kind of minimalist. I like it.
        • 6 Years Ago
        Yeah it will really appeal with what should be Saab's demographic.
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