Admin
02-15-05, 12:22 AM
DETROIT, Mich. - No one wants to be a cliché, but in today's world it can sometimes feel inevitable. When everything seems more and more the same, from the clothes we wear to the houses we live in, it's hard to feel original. Yet many people long to break free and express themselves -- to escape from the mainstream. Saab USA taps into this urge in its newest ad campaign from Lowe New York, offering its distinctive products as the "antidote to sameness."
Saab's campaign, which supports the most aggressive product development program in its 57-year history, breaks nationally today. It includes :15, :30, and :60-second television spots, print executions, internet and direct mail strategies that will encourage consumers to "maintain your identity."
Saab's product expansion began in 2003 with the introduction of the 9-3 Sport Sedan and Convertible, which today account for 71 percent of Saab's U. S. sales. Those cars were followed in 2004 by the introduction of the five-door 9-2X, Saab's first all-wheel drive car and its first entry into the premium sport compact segment. 2005 will see the all-new 9-7X, Saab's first SUV; the addition of the SportCombi hatchback to the 9-3 range; and significant revisions to the flagship 9-5 models. A 250-hp turbocharged V6 will also be available in 9-3 Aero models in 2005.
"Saab is fortunate to have established a very distinct brand image in the minds of consumers over the years," says Debra Kelly-Ennis, president and COO of Saab USA. "Saabs are associated with independence, individuality and challenging convention. They promise progressive design, driver-focused performance and "gee whiz" functionality. Our new campaign builds on this heritage and makes it relevant to today's customer."
The first television spot in the series, "Lost," depicts just how numbing the plight of everyday life can be in a world that can seem eerily uniform and uninspiring. Scenes include a man lost in his own office amid a vast cubical farm and a woman in a store trying on a dress only to find five other women considering the same one. Cut to shots of a housing development maze of cookie-cutter "McMansions," and finally to a man lost in a parking lot of cars that all seem to look alike.
As the man clicks his remote key fob to find his car, we hear the roar of a Saab engine. The man turns to take in an iconic Saab 9-3 convertible coming around the corner, as The Who's "I'm Free" plays in the background. As the Saab cruises by, the voiceover states, "Individuality may be a bit harder to find these days. But it's not impossible. Saab. Distinctively Designed. Independently Inspired." A super appears at the end with the tagline, "The State of Independence."
"We're zeroing in on people who are independent thinkers," said Gary Goldsmith, chairman and chief creative officer of Lowe New York. "Buying a Saab is a form of expression for them."
Television spots featuring the Saab brand and specific products will appear in a variety of targeted cable networks including A&E, Bravo, VH1, Discovery and ESPN as well as network television. Print ads will run in consumer magazines and newspapers. Web and direct mail also are part of Saab's integrated plan and will be used for more tactical messages.
Saab's new ad campaign will run at least through 2005.
Saab Automobile (http://automobile/) AB and Saab Cars USA is the importer of Saab 9-2X, 9-3 and 9-5 automobiles for Saab Automobile AB, Sweden. For more information, please visit www.saabusa.com.
Lowe New York is the flagship office of Lowe & Partners Worldwide. Lowe New York is a member of The Interpublic Group of Companies (NYSE:IPG), one of the world's leading organizations of advertising agencies and marketing services companies. www.loweworldwide.com (http://www.loweworldwide.com/)
Saab's campaign, which supports the most aggressive product development program in its 57-year history, breaks nationally today. It includes :15, :30, and :60-second television spots, print executions, internet and direct mail strategies that will encourage consumers to "maintain your identity."
Saab's product expansion began in 2003 with the introduction of the 9-3 Sport Sedan and Convertible, which today account for 71 percent of Saab's U. S. sales. Those cars were followed in 2004 by the introduction of the five-door 9-2X, Saab's first all-wheel drive car and its first entry into the premium sport compact segment. 2005 will see the all-new 9-7X, Saab's first SUV; the addition of the SportCombi hatchback to the 9-3 range; and significant revisions to the flagship 9-5 models. A 250-hp turbocharged V6 will also be available in 9-3 Aero models in 2005.
"Saab is fortunate to have established a very distinct brand image in the minds of consumers over the years," says Debra Kelly-Ennis, president and COO of Saab USA. "Saabs are associated with independence, individuality and challenging convention. They promise progressive design, driver-focused performance and "gee whiz" functionality. Our new campaign builds on this heritage and makes it relevant to today's customer."
The first television spot in the series, "Lost," depicts just how numbing the plight of everyday life can be in a world that can seem eerily uniform and uninspiring. Scenes include a man lost in his own office amid a vast cubical farm and a woman in a store trying on a dress only to find five other women considering the same one. Cut to shots of a housing development maze of cookie-cutter "McMansions," and finally to a man lost in a parking lot of cars that all seem to look alike.
As the man clicks his remote key fob to find his car, we hear the roar of a Saab engine. The man turns to take in an iconic Saab 9-3 convertible coming around the corner, as The Who's "I'm Free" plays in the background. As the Saab cruises by, the voiceover states, "Individuality may be a bit harder to find these days. But it's not impossible. Saab. Distinctively Designed. Independently Inspired." A super appears at the end with the tagline, "The State of Independence."
"We're zeroing in on people who are independent thinkers," said Gary Goldsmith, chairman and chief creative officer of Lowe New York. "Buying a Saab is a form of expression for them."
Television spots featuring the Saab brand and specific products will appear in a variety of targeted cable networks including A&E, Bravo, VH1, Discovery and ESPN as well as network television. Print ads will run in consumer magazines and newspapers. Web and direct mail also are part of Saab's integrated plan and will be used for more tactical messages.
Saab's new ad campaign will run at least through 2005.
Saab Automobile (http://automobile/) AB and Saab Cars USA is the importer of Saab 9-2X, 9-3 and 9-5 automobiles for Saab Automobile AB, Sweden. For more information, please visit www.saabusa.com.
Lowe New York is the flagship office of Lowe & Partners Worldwide. Lowe New York is a member of The Interpublic Group of Companies (NYSE:IPG), one of the world's leading organizations of advertising agencies and marketing services companies. www.loweworldwide.com (http://www.loweworldwide.com/)