We’ve talked ad nauseum (pardon the pun) about Saab’s recent advertising and this one has just popped up in Spain.
One of the controversial ads that Saab used in the US in the last few months is the She’s Not For You ad. This uses a similar tagline, but without the fluff.
Being an online ad, the full story has been omitted. Instead, it says the following (translated) …….
The all-new Saab 95. Alive and kicking.
You are a very serious guy. It is not for you.
The ad appeared online at a news site called El Confidencial, which I’m told is a news website typically used by executives, politicians, etc. The “in” here is that people are looking at a serious news site, they’re considered serious people and Saab are teasing them by implying that they’re too serious for such a car.
The ad flashes up as a full-screen graphic first, before appearing as a rectangle ad on the front page of the site. Personally speaking, it works for me much better as a shortened web ad than as a text ad in a magazine.
Opinions aside, it’s just good to see Saab advertising in the Spanish market again. Spain overtook Germany for a short time as Saab’s #4 marketplace, but that was a couple of years ago now.
Thanks to Oscar G for the tip!