my org post had a pile of negative comments that I deleted.. but here is the jist, but in a more positive tone.

Why not take the ad one step further... start it the same way, but instead of a smiley guy at the end, how about a chart comparing performance times.

*IF* they have a car that stands on its own merits, why hide it behind fluffy, non-descript, non specific messages. I am not stupid. If you show me numbers that show the car is better than xyz, it is far more persuasive than ads like the current Pontiac ads with cars sliding sideways in slow motion. And showing how fast the car is by exagerating it by makign it glow red hot or have its paint stripped off.

The "right stuff" sells itself regardless of what it is. If the 9-3 is the right stuff, then it will sell.

Flufferizing a product makes me instantly think there is something to hide, otherwise, why not come right out and tell me what it can do, as opposed to showing me fluffy images? I want Saab to wow me. I want the advertising to make me pause, make me impressed. The fast and low images used in most auto ads are great, but they are becoming common place. The most impressive thing I ever did in the Viggen was to show people how well it stopped, no one came away unimpressed at coming to a stop from 70-80, and it constantly impressed with acceleration. What went wrong with the Viggen would have been solved by a few front end redesigns before release and a marketing campaign that could have gotten the message across.

SO... if they have a serious contender, I would encourage them to take on the competition head on. What have they got to loose? They are the little guy fighting the mamouths of the Euro dominated sport/lux market. They are talking a good game so far, but we all want more from them. Slaes are reportedly great, sop why not take the edgey approach.. they are already way ahead of the projections, use it to wave the flag and use the numbers to do the talking.

I do think SAAB is moving in the right direction. This ad "feels" better than any other SAAB ad I have seen.

posted by 206.26.227...

• New 9-3 Advertisement, JasonS, Wed, 6 Nov 2002 17:08:45
  • The coolest part, Sieglo, Fri, 8 Nov 2002 09:52:53
  • Re: New 9-3 Advertisement, mlg, Thu, 7 Nov 2002 23:01:58
  • Lots of new print ads, too., robp, Thu, 7 Nov 2002 15:09:38
  • I saw it ..., J, Wed, 6 Nov 2002 23:33:47
    • Re: I saw it ..., Chad, Thu, 7 Nov 2002 13:35:57
      • Re: I saw it ..., jp, Fri, 8 Nov 2002 15:16:55
      • more feedback... (more ranting), JasonS, Thu, 7 Nov 2002 16:40:10 <-- Viewing This Message
        • Re: more feedback... (more ranting), mlc , Fri, 8 Nov 2002 10:02:53
          • agreed.. and more constructive thoughts..., JasonS, Sat, 9 Nov 2002 08:37:36
        • Re: more feedback... (more ranting), Price, Thu, 7 Nov 2002 16:47:34
          • Everyone is a critic..., Bruce, Thu, 7 Nov 2002 18:26:20
            • now that is an ad that gets attention..., JasonS, Thu, 7 Nov 2002 21:12:46
          • that's called 'branding', and how GM advertises n/m, Michael , Thu, 7 Nov 2002 17:52:09
          • Re: more feedback... (more ranting), Chad, Thu, 7 Nov 2002 17:22:21
  • That's the one they showed in the UK..>, StanleyB, Wed, 6 Nov 2002 17:23:30

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