saab aero

Here we have Saab beefing it up with their Aero X concept car. The photography for this ad and for the microsite itself is incredibly gloss giving it that glassed icy look. And they make that parallel in the video as the screen freezes over. Also in comparison is a jet fighter and as the roof slides open the idea of bubbles rising. Ok so a little pretentious for a pretty unremarkable car. Some angles do look quite good (the back has a kind of edgyness to it) but really you can tell this is Saab trying to be Audi or BMW. Oh and it is already starting to look dated. When was this car released? I figured about 2005 and now those blue lights at the front do nothing for me. Still this is a slick ad and it does what it is supposed to do for its target audience of no doubt male aspirational 25 to 40 year olds. Nothing remarkable with the microsite either which is a shame as there was a lot they could have done. This is a far better microsite for Saab. Much more interactive and a great way to use flash video.