Saab Sweden's new TV ad

Last week I was able to bring you a behind-the-scenes look at the making of this ad.

Today, you get to see it here on Saabs United - even before it goes on TV!

This is the new TV spot for Saab. It's part of the new press and TV campaign they're running to re-project the image of the comany, an image that's taken a bit of a hammering in their home market in the last few months.

The voiceover is in Swedish, but ctm's been kind enough to translate it for us:

We have always been willful and stubborn, thought the other way around, and thought in new ways. We did it with turbo and BioPower. Now, we are doing it with aerodynamics, electrical engineering, and other things that make the car more fun to drive and better for the environment. That is how we have written our history. That is how we create our future.

Here's a screenshot:

Some people have trouble watching video on this site (usually the people running Internet Explorer).

If you usually have trouble watching video on this site, you can click here and watch the movie directly on YouTube.

If you're OK with video, then go right ahead. The video awaits after the jump!

It's a pity they got the URL wrong at the end :-)

Enjoy!

We have always been willful and stubborn, thought the other way around, and thought in new ways. We did it with turbo and BioPower. Now, we are doing it with aerodynamics, electrical engineering, and other things that make the car more fun to drive and better for the environment. That is how we have written our history. That is how we create our future.

20 Comments

Charles | May 13, 2009 10:42 PM | Reply

Not as amazing as I had hoped for, granted I don't know what the voice over was saying.

I just feel it could of been more epic with the way the shots were taken and without a voice over until the end.

ctm | May 13, 2009 10:54 PM | Reply

I think it's a good one. Really not much else they can communicate at the moment. They are talking about the brand and that is what's needed.

none replied to comment from ctm | May 13, 2009 10:57 PM | Reply

ctm +1

A worthy effort under the circumstances.

saabdog | May 13, 2009 11:00 PM | Reply

Liked the Ad. Just wish they'd showed more Swedish babes...and the new 9-5.

Adrian | May 13, 2009 11:08 PM | Reply

URL works fine from here, Swade... Site in Swedish with the latest news of the corporate shenanigans and horse-trading. Seems to me that's a very appropriate thing for them to be plugging heavily at the mo - real, hard facts.

It's amazing how some of the various Saab forums are "buzzing" with "rumours" and "the latest" which you've already dealt with here - either weeks previously or to totally scotch.

Dippen | May 13, 2009 11:22 PM | Reply

Ctm ditto,

i like the ad, it is pretty much a "we are still in and figthing and not giving up" . Also a sign to the swedish society to continue to have faith.

hope to see more ads.

Martin T | May 13, 2009 11:54 PM | Reply

The laughing kids voice in the end of the commercial is a sample of a "my little pony" toy that my sister had when i was little. I'm 100% sure, although the voice itself might come from some big voicesample program I recognised it as a pony :)

Once and again, thanks for an amazing blog

zippy | May 14, 2009 12:43 AM | Reply

They just GOTTA make that Air-X. Gorgeous!! Wish they'd take the cover off of that 9-5 as well. As for the ad I have translated in back to Swedish (Chef) for entertainment purposes only..

"Ve-a hefe-a elveys beee veellffool und stoobburn, thuooght zee oozeer vey eruoond, und thuooght in noo veys. Ve-a deed it veet toorbu und BeeuPooer. Noo, ve-a ere-a dueeng it veet eerudynemeecs, ilectreecel ingeeneering, und oozeer theengs thet meke-a zee cer mure-a foon tu dreefe-a und better fur zee infurunment. Thet is hoo ve-a hefe-a vreettee oooor heestury. Thet is hoo ve-a creete-a oooor footoore-a. Bork Bork Bork"

Robin M | May 14, 2009 1:50 AM | Reply

I enjoyed that advert, well done Saab.

John K | May 14, 2009 1:51 AM | Reply

Its obvious the new 9-5 is under that cover in the background....cant wait!

Chris | May 14, 2009 3:02 AM | Reply

was that a Swedish Stig standing on the 9-3?

Thyl | May 14, 2009 6:08 AM | Reply

But that is a total break with what they have done in the last years, or not? Were Swedisch adverts always like that? No "Born from Jets" No premium blabla. No cool people doing coll stuff (ok, except for the test/rallye drivers ;-)? No iconic metaphers of scandinavian design. But families and happen children, a reminder that Saab comes from the heart of the Swedish conmunity, and for whom the cars are really build (and well, even the coolest people need some cake and tea in the afternoon).

MIght be a landmark.

Me replied to comment from zippy | May 14, 2009 6:25 AM | Reply

Good Ad, nicely produced !! (like SAAB cars ;) )

Zippy is this trollhättan slang ?

turbin replied to comment from zippy | May 14, 2009 6:44 AM | Reply

Zippy, was that the recipe for cooking GM?

Dippen | May 14, 2009 7:24 AM | Reply

one more video from Salón del Automóvil de Barcelona:

http://www.youtube.com/watch?v=Yy2cRTGFe-A

Me replied to comment from Dippen | May 14, 2009 7:45 AM | Reply

Nice video Dippen.

Hoppe the 9-5 gets the green glossy finish of the 9-4x BioPower concept

Bill H. | May 14, 2009 12:29 PM | Reply

As usual, TTAC is using the ad (and the link here) to invite more scorn on Saab. And the koolaiders are likely to take the bait.

Kroum replied to comment from Bill H. | May 14, 2009 12:42 PM | Reply

I almost feel like spending some of my ad budget Google-bombing TTAC. :) They're so exposed to friendly fire, it ain't even funny. Guess they can't afford any good programmers running those GM ads they take. Aaah the irony...