Saab Cars North America, newly separated from former parent company General Motors, is launching its first TV spot since late 2008.
The newly independent carmaker, acquired from GM in February by Spyker Cars N.V. of the Netherlands, celebrates its Scandinavian roots and heritage in the effort. The spot features a new tagline: "Move your mind."
Television, radio, print and online advertising will help drive sales for the new generation of Saabs in the U.S., including the all-new Saab 9-5 coming to dealer showrooms mid-July.
"Saab Cars North America is returning to a targeted ad campaign, after a long absence from the mainstream U.S. market as a direct result of new product reaching dealers this summer," Michele Tinson, director of communications of Saab Cars North America ,tells Marketing Daily.
Birmingham, Mich.-based McCann Erickson partnered with Sweden's Lowe Brindfors on the campaign.
The spot will air during premiere episodes of Bravo's "Work of Art" and The History Channel's hit show "Top Shot." Saab advertising will also run during the Food Network's competition show "Chopped" and on the BBC and Fox News.
Print advertising will run in The New York Times, The Wall Street Journal and USA Today, among other outlets. Radio will air across the national NPR network. Online advertising will appear on premium news and auto properties.