“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.
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 head of brand strategy and creative at Bonehook in Portland, Oregon.