“Born From Jets” Comes In For Refueling

According to Brandweek, Saab USA, the GM division, will amp up its “Born From Jets” campaign in December, after a dealer council meeting to study first-month results of the campaign.
saab_bfj.jpg
Sadvertising isn’t buying it, though.

Now, SAAB is owned by GM and uses GM and Subaru technology – good, but off-the-shelf. The “Born from jets” is supposed to awaken us to SAAB’s heritage – but where’s the Jet-like technology? Where is the unique styling? Where is the discussion of safety?
“Born from Jets” is going to fail. Using a heritage as a sell-job is always a last-ditch defense but even more so when the heritage bears no resemblance to the offspring.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.