This one was just loaded up on Youtube by Saab Singapore a few days ago and spotted by 74Stingray.
It’s a re-edit of some of the common footage we’ve seen on the original 9-5 intro video, with some different music, too.
You’ve gotta be funky when the Saab 9-5 price is Singaporean.
httpvh://www.youtube.com/watch?v=9HieK_fZoJk
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Funky
Call me a pessimist, but I don’t think this is very befitting of Saab at all.
Come on, Dan:
Can’t leave us hanging with a statement like that!
Why Not?
[For what it’s worth: I like it:…Cool and Funky indeed. Saabs always look great at night!]
Well, Saab Singapore didn’t shoot most of (any?) of this video. It comes from a video Saab Europe did last summer (http://bit.ly/fZIALi). The music they added strikes me as neither premium nor Scandinavian.
Might be better for, say, Scion’s new tC, but not Saab’s flagship sedan.
Perhaps look at it as for a market different than yours. Showing a Saab zipping along the Autobahn or on ice covered Swedish roads is cool, but for the US market not really fitting. Showing a Saab sitting in gridlock is more realistic, but boring. It’s all about what awakens the senses.
Maybe some of our Singaporean friends will chime in and offer their take?
We can’t get into this groove where we bend over backwards to praise everything Saab or a regional Saab subsidiary does as wonderful and fantastic. This just isn’t right, for Singapore or anywhere else.
Being different for the sake of being different isn’t some kind of magic secret marketing success formula. If “different’ is the route an organization wants to follow, it has to be different and better because of it.
Frankly this video is just weird. Replace the car with a Mercedes-Benz E Class or something of the like and it should become immediately obvious.
Singapore is just a city state. This video could be put together by a couple of local dealers. I don’t know why they changed the music though. Maybe they cut out the parts that clearly don’t look like Singapore, and the track length doesn’t match anymore. Lacking in editing skill this is what they came up with.
I’ll agree with you on the music, but I don’t know if it really matters to much…
The visual demands are fulfilled.
Oh, I agree completely. The cinematography in this video is fantastic… probably because it comes from a corporate video released last summer which undoubtedly and understandably has a larger budget than the regional subsidiaries can afford.
The regionals really shouldn’t be taking it upon themselves to deviate from the global brand image, IMHO, even if it’s just replacing the original music some tacky beat track.
That sounds like ‘Smells like teen spirit’ 😉
I think the music is alright – not everything works in every country or culture the same way.
That kind of Beat (‘House’ ) is just as popular (or not) in Sweden as it is anywhere else. Don’t know how much time you’ve spent in Scandinavia …but anybody who was hanging in Trollhattan with the locals (amongst others) at ,say, Butler’s when the lights went down can attest to that.
It’s a great mistake (empircally incorrect ) to suggest that Swedish music (or music in Sweden) is all about Abba or Asha Ali.
As much as asking The Singaporeans what their take on the musical track is it would be equally illuminating (with surprising answers to some) to ask The Swedes!
As far as deviating from The Global Brand Image…that’s a rather Corporatist sentiment and not in the ecumentical (polyvalent) Saab Spirit. What are we: Mercedes – Benz? ( 🙂 )
I don’t think anyone’s bashing house music, more that this sounds like canned royalty free crap music that you can buy off a website that specializes in music specifically designed for local cable commercials.
While I applaud Saab for using three very unknown acts, two Swedish (Be the Bear who don’t even have a complete album out yet and Ana Diaz) and the other NYC based, I wish they could include someone Swedish and well known, like the Shout Out Louds, Robyn, Lykke Li or Miike Snow. Hell, Buick just used Miike Snow, Buick! What’s aways fun to see is the internet reaction to music on a car commercial, and how it changes a brands perception, even if only a little. For evidence of this just google Buick Miike Snow, or Jonsii Ford Explorer, and read some of the blogs and posts that come up.
A coherent unified brand image is exactly what Saab and every international company needs. If Saab had conducted its global marketing practices properly à la Mercedes-Benz all along, we would very likely not have experienced the turmoil we did this time last year.
Exactly. I know house music. House music originated in my hometown. I’m in the age group that house music is designed to appeal to. I go to house music clubs, hang out with house music DJs, follow the house music scene, and have a huge collection of real house music.
That is not house music. It’s generic, awkward, cheap. it sounds like what people who don’t listen to house music think house music would sound like. Exactly as Jeff said above.
wow…. I should have just left this “unfound” and lost on youtube.
I agree, the new soundtrack doesn’t “choreograph” well at all with the original footage. I don’t mind this soundtrack, but say in a Mitsu Evo commercial 😉
I think its fine!!
The ad is not as good as it could be but I like the idea.
The stylish 9-5 ad, anything but ordinary http://www.youtube.com/watch?v=CEtFZBH58KE ad is good as a teaser but should have been followed up with a ad showing off the beautiful 9-5 in action. You can’t attract new customers by just showing some details of front and rear lights, a stylish mirror, and a sterile image of the car in a hangar.
You need to show the 9-5 where it belongs out on the streets showing off some action!
This music is awful – the clip in it´s original is a very nice emotional clip (but no tv ad) but this music has nothing to do with the saab thing.
I love the video – the visual parts at least. Not that fond of the soundtrack used, but I don’t think it’s as bad as some here seem to think it is..
The original ad of this is exactly what saab needs to run that shows off the lines of the car. Very consistent with German car ads. I even like the original music score from the blues singer from LA singing. It works! It’s obvious different markets have diced this ad up.
Nice footage Saab for once that focuses on the car not moose!
Not bad, but when you show the fog lights at the start, flick them on and leave them on… Why are they off in this night video?
This video is not bad at all. the New SAAB 9-5 looks absolutely great in this video and I think it is quite fitting that house music is associated with SAAB. Go on continue with more of this!