Saab Spreads Its Wings

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.