Saab is running a series of print advertisements in the Wall Street Journal, the first instalment in “The Story of Saab,” a multi-media, multi-faceted national advertising campaign, which will include online ads written by Saab fans. The Swedish manufacturer virtually disappeared in the United States market less than a year ago, as its parent company at the time tried to sell it. Led by its entrepreneur CEO, Victor Muller, Saab was purchased by Spyker Cars N.V. nearly a year ago. Saab is now once again regaining its place as an independent and viable automaker in the minds of potential consumers. The campaign will continue with a television commercial, premiered on the Saab Facebook site. Facebook followers will be asked to write ads for the company, one or more of which will be used in future online advertising. 
“A Cold Day in Hell is an Average Day in Sweden. Go ahead. Tell is it can’t be done. They said a car company founded by aircraft engineers would never fly. We didn’t have the sense to listen. In 1947 we put a wing on wheels and never looked back. In the ’60s if you wanted to compete in rally racing, they said you needed a larger, high-powered car. We won back to back World Championships with nothing more than a little family car. In the ’70s they said turbo power wouldn’t work in a mainstream production car. We not only tamed the turbo, we changed the industry forever. In the ’80s they said four-seater convertibles were a thing of the past. We built a cult classic. Fast forward to last year, they said out best days were done. But once again ears must not have been working. Because today, Saab is back. We’re an independent company flying higher than ever. Case in point, the all-new Saab 9-5 Sport Sedan. The most advanced Saab ever built. To be followed this spring by the capable 9-4x Sport Crossover. Soon after than, an entirely reinvented lineup. And we have a lot more coming out of Sweden after that. Just don’t expect any of it to follow convention.”
“Nicht German. We mean no disrespect to our Bavarian neighbors. After all, German luxury cars are some of the finest in the world. But here in Sweden, Saabs are designed for a different kind of driver. Take our all-new 9-5 Sport Sedan. Born and bred just north of Germany, it forgoes flash for understatement. Tempers power with efficiency. And favors passion over price. Its look is influenced by Scandinavian design with technology inspired from simple intuition. The all-new 9-5 wears its heritage on its sleeve. Get behind the wheel and you will feel it. This is a proud, intelligent, beautiful Swede.”
“A funny thing happened on the way to our funeral. We were reborn. This is the story of the rebirth of Saab. Nothing makes you appreciate life quite like a near-death experience. Last year, we had one. In January of 2010, Saab was slated to be closed. The cars millions of drivers had loved for over sixty years were to be no more. But then something miraculous happened. Those same passionate drivers who loved our cars began to rally around our company. From Egypt to Thailand, Australia to America. Saab fans around the world organized to show their support. And it worked. Their outpouring of dedication inspired businessman Victor Muller to look deeper. Needless to say, he liked what he saw. Saab had great cars on the road and a full pipeline of new products on the way. We had one-of-kind technology and state-of-the-art facilities. Most importantly, we had fans who would go to the ends of the earth to save us. What could be better than that? Just under a year ago, a deal was struck. Saab was an independent company once again. Thank you to Mr. Muller and Saab fans around the world. When others counted us out, you gave us a new life. There is nothing quite like the feeling of being reborn.”
“Our German competitors may not speak our language, but we certainly gained their full attention. We’re talking about the all-new Saab 9-5 Sport Sedan. It communicates to a specific type of driver. One who favors exhilaration over exhibition. Brains over brawn. Self-worth over net worth. With an interior designed around human intuition and performance boosted by our powerfully efficient Saab turbo, the all-new Saab 9-5 speaks a language you will better understand once you get behind the wheel. It certainly has our competitors talking.”Credits
“The Story of Saab” was created by McCann Worldgroup Detroit’s Team Saab for the U.S. market. Team Saab also has the responsibility of creating the global launch campaign for the company’s next product, the 9-4X. Team Saab is a unit of McCann Worldgroup dedicated to marketing Saab Cars North America. McCann Worldgroup delivers marketing solutions that transform brands and grow businesses. The company is comprised of a roster of best-in-class agencies, including McCann Erickson Worldwide (the world’s largest advertising agency network); MRM Worldwide (digital marketing/relationship management); Momentum Worldwide (event marketing/promotion); McCann Healthcare Worldwide (professional/dtc communications); WGEXP (global production); UM (media management); Weber Shandwick (public relations) and FutureBrand (consulting/design)
