The New Saab USA “Recycle” Television Advertisement

Posted on 09. Jul, 2008 by in 2000-2009

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.

Today, through some source, the first television ad by McCann-Erickson for the United States market that was filmed recently in the Freezeout lake region of Montana, is now here in not the 3rd or 4th quarter but in the 2nd, so I would encourage your comments about this advertising message:

Here is the storyboard message:

For the perfect balance of fuel efficiency and power, we take energy from exhaust and recycle it (repeat 3x), turning repitition into joy.

Here is the new tagline, with the understated Born From Jets campaign slogan continuing.

“Efficient, Powerful, Saab Turbo”

Do you like it or not like it, and why?

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36 Responses to “The New Saab USA “Recycle” Television Advertisement”

  1. Drew

    09. Jul, 2008

    I like the concept but the guys voice irritates me and the fact he says the same thing three times makes it worse.

    Reply to this comment
  2. codesplice

    09. Jul, 2008

    Head On. Apply directly to the forehead.

    Head On. Apply directly to the forehead.

    Head On. Apply directly to the forehead.

    It’s nice to finally see the fruits of a new ad campaign…. but I’m sure they could have been a little less annoying/irritating with it.

    Reply to this comment
  3. nashvegas

    09. Jul, 2008

    Well… I hate to be a naysayer, but honestly… the repetition is annoying.

    Reply to this comment
  4. aireeca

    09. Jul, 2008

    Eh. I liked it. Then again, maybe it was aimed at us XXs.

    Reply to this comment
  5. drewz airflow se

    09. Jul, 2008

    I like the concept but the guys voice sucks and the repetition is down right annoying.

    Reply to this comment
  6. JLausch

    09. Jul, 2008

    could have been better i think… but w/e, as long as they get something on the air…. they don’t advertise the brand enough….

    Reply to this comment
  7. AUPilot09

    09. Jul, 2008

    I llike it. I think it works, and isn’t as annoying as a plethora of other commercials on tv these days. Cool.

    Reply to this comment
  8. Drew

    09. Jul, 2008

    I show it to my mom and she liked it.

    Reply to this comment
  9. I

    09. Jul, 2008

    Not a bad commercial. Beautifully shot….i don’t mind the repetition, either. What KILLS me is that Versus runs that ad 6x an hour (at least) during
    Le Tour coverage.

    Reply to this comment
  10. Saaboy

    09. Jul, 2008

    lol

    i like it.

    Reply to this comment
  11. Red DIC

    09. Jul, 2008

    I don’t think it’s awful, i like the end, not sure about the repetition though.

    Reply to this comment
  12. Corrine

    09. Jul, 2008

    I actually like it…I mean, it’s not GREAT, but they are trying to make a point. Without the repetition, you wouldn’t necessarily get what the true message is.
    Perhaps if 3 different voices said the same thing…

    Reply to this comment
  13. aznsaab

    09. Jul, 2008

    I don’t think it does much to sell the car. I like the ethos the lighting effects and envrionment give the commmercial. I dare to say that it might have acomplished the main objective. Some non-car person might see it and say “what’s this turbo witchcraft they speak of?” off to the saab dealer they go. Does the pretty lady come with the car?

    Reply to this comment
  14. MaritSaab

    09. Jul, 2008

    It is better than those silly transforming 9-7x ads, so I’d say a step in the right direction.

    Reply to this comment
  15. Aero

    10. Jul, 2008

    Commercial was “meh” at best.

    Reply to this comment
  16. Jack

    10. Jul, 2008

    Ad is better without sound.

    Reply to this comment
  17. Darryl

    10. Jul, 2008

    Well, I ve seen so many commercials over the years and different themes trying to brand the Saab, all of which in my opinion failed to spark the interest in our fantastic automobile. This ad is different and does drive home the effeciency of a 4cly turbo. If you really look at the add the repitition combined with the visual cues helps drive the message.. on the third rep the couple is holding hands on the auto stick prior to that they are showing them doing different things. i like the ad but will refrain from commenting on the results it will have until the almost 100 new saabs on my lot evaporate faster then I can get them….. and thats going to be something huge to do. Its a start on something new. New and different is what we need, but this new and different must start to work for us as time is slipping away and so is the brand and what ever image it has/had. Time goes on as will Saab. But will Saab ever grow to be what we all think it should? If people only knew what we knew….or is it we need the training…….i don;t know. But I know something needs to happen…
    Here’s an idea! three cly turbo 9-1 bio powered hatch for under 20k!!!
    Next?

    OH PS. we are haveing oour July sales event…”GM EMPLOYEE PRICING FOR ALL 2008 Saab models in stock. New Salem Saab, Albany NY 12205. Saab for 47 years!

    Reply to this comment
  18. saabyurk (Ted Y)

    11. Jul, 2008

    “now here in not the 3rd or 4th quarter but in the 2nd”:
    Isn’t July in the 3rd quarter? :-)

    I liked it.

    Reply to this comment
  19. Aaron

    16. Jul, 2008

    I think it’s about time Saab reminded people of the company’s commitment to efficiency. No better time to do it than now, when premium fuel is $4.69 a gallon here in NY.

    I like it.

    Reply to this comment
  20. Bob

    18. Jul, 2008

    Most annoying commercial I have ever seen.
    Nice job, I will never even consider buying a SAAB!

    Reply to this comment
  21. Ryan

    18. Jul, 2008

    Bob,

    Hello and thanks for your thoughts. You know, it’s interesting. I like the end tagline, but I hear what you are saying. I think their point was for emphasis.

    It sounds like they have already “modified it” here:

    http://www.saabhistory.com/2008/07/17/saab-usa-modifies-%e2%80%9crecycle%e2%80%9d-television-advertisement/

    What do you think about this updated version?

    Reply to this comment
  22. Corrine

    18. Jul, 2008

    Wow Bob, a bit over the top..If that’s “the most annoying commercial [you] have ever seen”…You haven’t seen many. That was quite mild…
    As far as never considering buying a Saab, you apparently don’t know much about Saabs. If you truly feel that way, why are you on a Saab website?

    Reply to this comment
  23. Aaron

    18. Jul, 2008

    First of all, I think Bob is clearly a BMW driver. His attitude seems to indicate that anyway. Secondly, I think they took the best part about the commercial (the tagline) and got rid of it. I hope they re-modify it back to what it was before.

    Reply to this comment
  24. Aaron

    18. Jul, 2008

    Oh yeah, and if you think that’s the most annoying commercial, you definitely haven’t seen the “Chili’s Baby Back Ribs” commercial, or the “Head On – Apply Directly to the Forehead” commercial.

    Reply to this comment
  25. Ryan

    18. Jul, 2008

    Aaron,

    Agreed about the tagline, it was perfect.

    “Efficient, Powerful, Saab Turbo”

    So why did they get rid of it?

    – R

    Reply to this comment
  26. robstory

    18. Jul, 2008

    To be honest, I didn’t care for the commercial however, the location was beautiful.

    Reply to this comment
  27. Ryan

    18. Jul, 2008

    Rob,

    Do you know if there any other commercials featuring other Saab models besides the convertible?

    Best,

    Ryan

    Reply to this comment
  28. robstory

    18. Jul, 2008

    I have not done any searches, but appreciate the freeze out lake spot. There should be some spots shot in Glacier National Park and the Blackfeet Reserve.
    Thanks,
    robstory

    Reply to this comment
  29. bab

    18. Jul, 2008

    I find the ad incredibly annoying for two reasons:

    1) The repetition

    2) The implication that SAAB has invented some new environmentally friendly engine technology when they are merely defining the function of a turbocharger. From Wikipedia: “In internal combustion engines a turbocharger is a forced-induction compressor powered by the engine’s exhaust gas. The purpose of a turbocharger is to increase the mass of air entering the engine to create more power….The turbocharger was invented by Swiss engineer Alfred Büchi. His patent for a turbo charger was applied for use in 1905.[1] Diesel ships and locomotives with turbochargers began appearing in the 1920s.”

    Why hasn’t the turbo been more broadly adopted? Like many engine technologies, it has advantages but it also has disadvantages. See http://en.wikipedia.org/wiki/Turbo

    I wouldn’t say the ad is as bad as the “green” Exxon commercials but it’s close.

    Reply to this comment
  30. Ryan

    06. Aug, 2008

    Bab,

    It’s good that Saab is at least finally showing that they own their Turbocharging pioneering in the automobile, don’t you agree?

    Reply to this comment
  31. Rohit Kumar

    18. Nov, 2008

    One of the worst advertisements. Its so annoying that i have to compulsively mute the volume as soon as it comes on now.

    And the message: I don’t get it! Some people may feel that it adds to their self-respect to chime in with the whole mechanical engineer nerdism. However, The message doesn’t make me want to desire that car even a bit more.

    And did i mention. Its annoying. The only good part about the ad. is that it gives me a few seconds in the beginning to turn off the volume so that i don’t have to hear it at all.

    Reply to this comment
  32. Ryan

    18. Nov, 2008

    Rohit,

    Wow, I guess it’s more annoying than anything else?

    What do you think of Saab USA’s second and more recent tv ad here titled “read the road”?

    http://www.saabhistory.com/2008/11/13/saab-automobile-usa-read-the-road-xwd-tv-ad/

    Reply to this comment
  33. bilign

    25. Nov, 2008

    powerful cinematography!

    Reply to this comment
  34. Ryan

    25. Nov, 2008

    I haven’t seen this ad since the most recent one came out titled “read the road”.

    R

    Reply to this comment

Trackbacks/Pingbacks

  1. Saab History » U.S. Saab Dealerships Participate in Conference Call Today - July 29, 2008

    [...] More advertisements coming from McCann-Erickson in 4th quarter reinstating the turbocharging technology, and in the 1st quarter of next year, the advertisements will include cross-wheel drive. [...]

  2. Can Ford Motors Deliver on its Sustainability Promises? - April 4, 2013

    [...] for years. I have to admit, when I first heard about this, I had that same icky feeling that I had when SAAB attempted to pass off turbo-boosting their engines as “recycling”. The catchy, too-green, name, and too-good-to-be-true claims have a faint smell of greenwashing [...]

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