VIDEO: Saab 9-3X commercial is all about changing perspective(s)
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.
Gallery: 2010 Saab 9-3X
[Source: YouTube]
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Reader Comments (Page 1 of 1)
GM 3:17PM (8/27/2009)
Brilliant. Unfortunately, it may be a little too smart for some people.
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vapidoscar 3:28PM (8/27/2009)
Too "smart" for me, I guess. Bring on the 9-1 air.
max 3:47PM (8/27/2009)
Of course anyone with GM as a username is sure to think that
MustardFacial 3:50PM (8/27/2009)
I agree. I don't think many people will recognize the impeller from a turbo and then connect that to a saab.
GML 4:27PM (8/27/2009)
@Max
I thought that would get a comment. GM are my first two initials. Probably a bad idea to use them on a car site.
Alex 3:36PM (8/27/2009)
I should NOT have done acid this morning.
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Wanted 3:50PM (8/27/2009)
Car commercials should be more like this. Like I was telling my friend yesterday, many of them are just uninspired. This and the Prius ads are so quirky, but everything else is STEP INTO A FORD DEALER NOW, THERE'S A DIFFERENCE. ZERO PERCENT APR, OR ONE THOUSAND DOLLARS CASH BACK with the lame on-screen personality we're supposed to associate the product with, or the shots of the car driving through the city or the countryside.
Stop shoving facts down people's throats and advertise as if your goal is to leave everyone with the impression that your product is special, one of a kind and fun to have. Leave the statistics for the dealers.
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Wanted 3:51PM (8/27/2009)
Nissan Cube ad was kind of hot, too.
Silverjet 5:55PM (8/27/2009)
I think it depends on your target market. If someone is in the market for a minivan for your family of kids, they might want to know how safe the vehicle is or how many airbags it has, etc. If someone is in the market for an economical car, they might want to know its fuel economy or range. If one is looking for a workhorse, they want to know the truck's/pick-up's power and towing capacity. I don't think we can ask the companies to stop "shoving facts down people's throats".
Wanted 6:46PM (8/27/2009)
That's true... facts are necessary, but in this day and age they're usually presented in a boring manner or not at all (see new Buick LaCrosse ad). There can be a balance. There are at least four ways to get to people during a television advertisement: through the visuals, through text, through voice-over, and through music/SFX. To have an effective ad, at least three of those four must stand out in a good way.
Alex Hobbs 4:36PM (8/27/2009)
Nice ad, very nice looking wagon too, wouldn't be surprised if it sells better than the new 9-5 we saw today.
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13enS 4:42PM (8/27/2009)
Love the "not another car" bit
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inline6 4:48PM (8/27/2009)
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.
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Swede 7:04PM (8/27/2009)
The ad will launch across Europe on sunday, the british version will be shown in the parts that are susceptible to british narration, in parts that are not, it'll be dubbed.
z-man 5:30PM (8/27/2009)
This reminds me of an iPhone or iPod commercial. Quirky background music, kind of minimalist. I like it.
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submison 6:54PM (8/27/2009)
Yeah it will really appeal with what should be Saab's demographic.
vespid82 9:27PM (8/27/2009)
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
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audiRS4ever 11:49PM (8/27/2009)
My saabaru is still my favorite! ;)
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Moe 10:43AM (8/28/2009)
That's the first good Saab commercial I've seen...ever.
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