Saab seeks to make the jump from niche brand to the car of choice in the luxury automobile category in the company's first campaign since shifting its account to The Martin Agency earlier this year.
The Richmond, Va., shop's broadcast and print effort highlights Saab's long heritage of safety and performance, hoping to get the import onto the radar of those considering a high-end automobile purchase.
In the first television spot, which breaks Sept. 8, a couple is driving across the desert. As the sun drops and shadows start to overtake the car, the driver downshifts and utilizes the turbo engine to race back into sunlight. The voiceover says: "The convertible top lets you enjoy the sun. The turbocharged engine lets you enjoy it longer."
A second spot, breaking in October, touches on Saab's roots as an airplane manufacturer as it combines a performance and safety message. The ad opens with a car coming up from the ground and locking into place. The car then zooms to 60 mph before hitting its brakes. At that point the camera pulls away to reveal the automobile on an aircraft carrier.
The secondary purpose of the effort is to lay the groundwork for the introduction of the Saab 9-5 luxury sedan next spring.
"We'll continue with several aggressive new product introductions right through the turn of the century," said Saab vice president of sales and marketing John Orth. "It's . . . important to us that consumers fully understand the scope of the Saab brand."