Nicholas Cage as Saab Performance Team Driver

Well, not exactly, but in the new BAIC D Series commercial, Nicholas Cage drives on two wheels as the car’s official spokesperson.

Clearly he had some help from the Saab Performance Team. It’s amazing to me how a great looking Saab can be transformed into something so bland and tired looking. I’m sure an authentic Saab will have a much better reception on the Chinese market, and I’m pretty sure it won’t need washed up American actors to endorse it (though I’d take a relevant celebrity if they’re interested).

It leaves me wondering how much of a difference the Saab name and heritage will really have when the cars face off in the Chinese market. The Saabs will of course be built in Sweden at first, so that’s another selling point. As we heard from Mattias Bergman at Oktoberfest and other times, you can’t just fake a luxury brand perception in China. You either have it or you don’t. Up until now, Saab’s visibility as a premium player on the Chinese market has been fairly small, but all the authentic ingredients are there to draw upon.

phermansson
Member
3 years 4 months ago

What a totally worthless advertisement, typical fast shots showing absolutely nothing at all except for pointless action…

theSandySaab
Member
3 years 4 months ago

+1… embarrassing imho….

wfg
Member
3 years 4 months ago

Why is this commercial embarrassing? Honestly, as non-Chinese I must not argue on this commerial as its for the Chinese market and I think every market has its own principles and guidlines. However what is embarrassing is, that the company that manufactired a car, which can be still sold after minor changes on a market to compete with most European, Japanese and American premium brands 15 years after its market introduction, filled bankruptcy!

Silas
Member
3 years 4 months ago

I do agree that it is sad/embarrassing that this car is still marketable with minor changes too. It is at least cool to me that they attempted to have a fast stunt driving commercial with the car. That probably wouldn’t fly in the states because it doesn’t promote safe driving or something like that. Nicholas Cage actually does a lot of stunt driving. He did almost all of his own stunts in Gone in 60 Seconds. I’m sure he still had a little help from the Saab Performance Team.

him
Member
3 years 4 months ago

At 00:51, the Chinese characters mean “the City of Legendary Racing Driver”. My wild guess is: the Chinese want Nicholas Cage to join them to be a member of the legendary racing driver, or they did some kinds of testing to Nicholas Cage to see if he is eligible to join.

Anyway not a good adv in my opinion.

hilmar
Member
3 years 4 months ago

Bad copy – like other things, just boring. For the future Saab should be careful not to slide on this low level.

Yerrun
Member
3 years 4 months ago

A tip to NEVS… Scarlet Johansson sounds pretty Swedish, doesn’t it? 😉

phermansson
Member
3 years 4 months ago

She was born in NY… so no… =)

talladegan
Member
3 years 4 months ago

“when the cars face off in the Chinese market.”

I like what you did there 😉

rune
Member
3 years 4 months ago
While I agree their car looks bland, the commercial rather appeals to me. What is more relevant, a jet blasting through the sky, spinning pinecones or three cars racing and pulling stunts? Nicholas Cage is an odd twist, but at least it is someone recognizable. It would be an ironic twist if BAIC’s car ended up selling in greater numbers than the old 9-5. The product is clearly less appealing in most ways, but this different approach to marketing is better suited at hinting at Saab’s rally heritage. That the main protagonist is racing an attractive girl and what looks… Read more »
Ægir
Member
3 years 4 months ago

Nice touch Rune…

wfg
Member
3 years 4 months ago

Rune, you got it perfectly right!

Bernard
Member
3 years 4 months ago

I like this ad. It’s doesn’t take itself too seriously; it appeals to those who feel that cars should be fun. Contrast this to the “look how austere we are” adverts for most luxury cars.

I would have staged this in city streets, in the tradition of Hong Kong gangster films, but perhaps that would carry an inappropriate subtext.

Silas
Member
3 years 4 months ago

If it’s to be a “Face Off” then Saab should hire John Travolta to drive the Saab in their advertisements. (Yeah, I’m an American with cheesy jokes.) Maybe Matt Daemon, Jeremy Renner or Daniel Craig could drive the Saab. Daniel Craig would be some significance if they made another 007 Saab car.

montahue
Member
3 years 4 months ago

Nicholas Cage has spent more $ than he made (hard to imagine) and he also has a huge tax debt.
http://www.huffingtonpost.com/2012/11/19/nicolas-cage-acting-his-w_n_2157947.html
This explains why all his movies the last years sucks and why he has done this commercial. Expect even more Cage movies and commercials that sucks.

montahue
Member
3 years 4 months ago

As much of a Saab this car is underneath its a old Saab with a old gasoline hungry engine that will not sell. No one in China besides the few Saab nuts has a clue about what a Saab is and wont care second about that this Baic abomination once was a Saab. http://www.svt.se/nyhetsklipp/nyheter/varlden/article1219022.svt (most of it is in english)

saabtek
Member
3 years 4 months ago

“Gasoline Hungry” my 02′ 95 sc with 180,000 miles still gets 31 mpg on the highway, can tow a trailer and five comfortably.

ps. It’ll still do 130mph! sshhh!

montahue
Member
3 years 4 months ago

On the highway still pretty good. In the suburb or the city close to ridiculous nowdays.

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