To help stop the bleeding, Saturn is launching a series of TV spots this spring that proclaim,"." I saw one of the spots while watching the men's NCAA basketball tournament.
My first reacton to the ad was, "Wow...how bad can it be when your marketing hook is 'we're still here?'" But over time, the spot really grew on me. How bold of Saturn! Instead of burying its head in the sand, the brand is coming out and saying, "Ya...times are tough, but we're not going anywhere. We're here and we want your business. This recession might be killing us, but we're not going down without a fight!"
Props to Saturn for addressing the issue head on and coming out with a strong spot. I believe the message will play well in the U.S. market....everyone likes an underdog!
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I saw that ad last night too and I really liked it. Saturn has an almost cult-like following by it's most loyal customers so it will be interesting to see how they weather the storm.
I saw the ad ... reminded me a bit of what Olds did after GM decided to kill the brand. It was a 5 year exit strategy ... so GM needed to instill confidence in the Olds brand by saying GM is not going away. I'll be interested to see if Saturn can survive.