Comments on: Saab Automobile USA Changes Advertising Agencies

By: Saab History » The New Saab USA “Recycle” Television Advertisement

Wed, 09 Jul 2008 02:34:43 +0000

[...] On September 20th, 2007, I reported to you that Saab Automobile USA changed their advertising agency from Lowe Brindfors in New York City whom they used for nearly 7 years, to McCann-Erickson, also an IPG company. [...]

By: Chris

Chris — Thu, 20 Sep 2007 15:06:21 +0000

I agree with John. A fresh perspective is needed. But I really don’t see the agency that was infamous for the terrible Buick work is necessarily the best route for Saab.

I agree that fresh thinking is certainly needed, but I don’t think that big box shops are providing that. The best work on the market right now is coming from shops like CP+B (VW), Modernista! (Cadillac), etc. Many of these automotive clients are leaving the big boxes in favor of a more independent spirit that you get at smaller shops.

It’s good news for McCann, but I don’t expect anything remarkable. Which is not to say it’s the agency’s fault…but perhaps the client. Start thinking back to power brands, how many taglines and slogans do they have?

They have been using the same ones for years, “Ultimate Driving Machine.” and “There is no substitute.” Saab’s have been many and forgettable. Truly sad.

By: John Bowdre

John Bowdre — Thu, 20 Sep 2007 14:42:25 +0000

A fresh perspective on promoting Saabs is definitely needed. The “Born From Jets” theme looked great on TV, and did serve to get the company’s name out there (but really, what advertising doesn’? Ever hear of “Head-On”? I bet you know where to apply it too), but did little to tell consumers WHY they should buy a Saab over the comparable BMW offerings.

Also nice that McCann-Erickson is based in the city where I work