it's clearly not a tv spot (way too long)...

I found it very overblown (especially haven driven a mazda5, more like put put than zoom zoom, all the worst characteristics of a minivan + an econobox imho), but I suppose that is necessary to reach a larger demographic? A lot of car advertising is overblown. Right now, the best examples imho are the Ford tv ads with actors as "real people" providing "personal comments" (many of which walk the fine line of factual inaccuracy). One is related to safety, with statements along the lines of "Ford makes the safest vehicles" "I would only put my family in a Ford" etc... and the other is related to "ecoboost" "Have you heard of ecoboost?" "a new technology from Ford" "better for the planet + more power" "you can have both" etc... it's a turbo. that's it. we've had them for 30+ years and the technology is older than that... but if the ad went, "yeah, we adopted some decades old technology from our former Volvo division, cuz we thought it might help us meet the new US economy rules..." it wouldn't have the same impact...

So I guess what I'm saying, the really overblown stuff can be a bit of a put-off, certainly if it is not quite true. You could say that the ads work because I remember them, but I remember them in a negative light. My experience with Fords of the past has been negative, and the ad helps to reinforce that perception for me (Found On Road Dead). An advertising campaign that is a little more intelligent (but still highlights the strengths of Saabs - eg why us fanatics keep buying them) appeals more to me. We have some local tv ads for BMW + Subaru from the local dealership (sells both), that are (imho) much more classy and understated, yet still provide the air of driving exhilaration.

James...

posted by 216.75.191...

• This is how Saab should advertise, Gargoyle, Thu, 22 Jul 2010 19:55:45
  • quite NOT saabish, Siegfried, Fri, 23 Jul 2010 12:25:57
  • And my point is made, Gargoyle, Fri, 23 Jul 2010 11:31:32
  • zoom zoom has been a great campaign, Craig, Fri, 23 Jul 2010 09:59:28
    • Re: zoom zoom has been a great campaign, James, Fri, 23 Jul 2010 10:18:45
  • I liked it..., Erik919kt, Fri, 23 Jul 2010 09:32:14
  • Re: This is how Saab should advertise, EGD , Fri, 23 Jul 2010 09:07:20
    • But this is not an ad or TV commercial, Noel, Fri, 23 Jul 2010 09:47:27
  • This would cost between $100K and $250K, Noel, Fri, 23 Jul 2010 08:59:59
  • I dunno..., James, Fri, 23 Jul 2010 07:21:34 <-- Viewing This Message
    • Jeez, speaking of walking the fine line of inaccuracy, Craig, Fri, 23 Jul 2010 08:36:18
      • not really..., James, Fri, 23 Jul 2010 10:35:19
        • Re: not really..., Craig, Fri, 23 Jul 2010 10:45:07
          • fair enough..., James, Fri, 23 Jul 2010 13:48:28
  • Re: This is how Saab should advertise, John Myers, Thu, 22 Jul 2010 20:27:13
    • Re: This is how Saab should advertise, turbocon86, Fri, 23 Jul 2010 06:40:36
      • Rx7 was the only car i liked driving, bic, Fri, 23 Jul 2010 08:00:10
        • Loved driving a 1984 Rx7, THS, Fri, 23 Jul 2010 09:00:24

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