The customer can learn something with Saab. In 1988, a commercial was launched in North America that deals with the right and left half of the brain. What is crucial here is the knowledge that the Swedes supply material for both halves. The clip is part of the The most intelligent cars ever built Campaign.
Webe copywriters had it easier in earlier times. They were allowed to deal with profound topics. Today, advertising in the auto industry has largely flattened out. The fear is about overwhelming the customer. You don't think that? A very current example of despair: The agency of a brand from the VW Group must make it believable that it is proof of advanced individuality when a person wears red shoes and drives a compact SUV in the same color. A difficult mission.
Right and left hemispheres. Saab serves them both.
It was easier in 1988. Like the two halves of the brain. The target group was able to learn something and enjoyed the cheeky contributions. If everything went well, she might buy a Saab afterwards. Or at least visited the Saab dealer nearby. Generally speaking, the right side of the human brain controls the beautiful things. Music, art, maybe even the fun of a car are part of it. The left side is responsible for logic and abstract knowledge. This is exactly where the copywriters start.
A 900 Turbo is safe. It has a large cargo space. In addition, it is practical, says the left side. I don't care about that, the right side notes. And have fun driving the 900 Turbo. Both sides of the brain are served and are satisfied. Because Saab has vehicles for both halves of the brain. That is the main message of the video.