Saab is launching a new campaign tonight via McCann Worldgroup Detroit's "Team Saab" unit. The effort, "The Story of Saab," aims to relaunch the brand in the U.S. with an historical take on the
brand's legacy. The TV, magazine, newspaper, out of home and online effort includes a social media vector aimed at Saab's fan base. Victor Muller, head of Spyker, bought Saab in February last year
after the brand was spun off by ailing GM. Print ads, which started last week in
The Wall Street Journal, will continue in shelter and high-end lifestyle mags such as
Architectural Digest,
The Atlantic, Food & Wine, and
Wired.--Karl Greenberg
Love my '99 9-5 Saab! 200K+ miles and still driving like a dream. Rooting hard for them to make a comeback, and they seem very aggressive in their pricing: I was at the San Diego car show last month, and you could've bought a 2010 9-5 for under $40K, and a 9-3 convertible for $33K!