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As you probably know, TTAC is an R-rated site. After a discussion with our readers, we decided to allow swearing on both sides of the editorial curtain, subject to existing anti-flaming regs. In this Brave New e-World, the fall-out from our "no bad word left behind" policy has been… non-existent. Even so, you can hardly expect our good friends over at G-rated, AOL-owned Autoblog to allow 'effing and blinding (although flaming and trolling doesn't seem to be an issue). So it's no surprise that John Neff's blog on a swear-laden "That's a Saturn?" ad provides some unavoidable comic relief. "Steve Hall at AdGabber found a different version of the commercial, which we'll call 'That's a f@#$% Saturn!'. It seems after they had gotten the footage that Saturn's ad agency requested, the actors, director and production crew had some fun and made a different, rated R version of the commercial that probably more closely resembles reality than the canned responses in the original commercial." Reality? Aside from the Sky (anyone remember the Sky?), no one's ever done a verbal double take on a Saturn. More importantly. this is not a bunch of bored actors "goofing off." It's an officially-sanctioned viral-ready production (mission accomplished) designed to get slackers to "rethink" Saturn's flag-waving, American-as-apple-pie image. Call me a fucking hypocrite, but I liked "The Different Kind of Car Company's" picnics, honesty and just plain folks approach. The swearing Saturnalia may make industry insiders chuckle, but this will not play well in Peoria.
I actually like it – it seems more real than the I Love Lucy made-for-TV version.
When your sales are in the toilet your language may as well be also. That said, I like it.
Dinu, RoweAS: I like it too. But neither version fits my idea of what the Saturn brand is/was/should be/could be/won't be all about. And before you counter with "that's the whole point of their 'rethink" campaign,'" I say consumers don't want to think, never mind re-think. Branding is mental shorthand for people who can't be bothered to make seemingly invidious distinctions. Which is virtually everyone (excluding TTAC's Best and Brightest, of course). Do you think that all the people who bought into the "we're all family" concept behind Saturn are going to like this? Saturn may want a "different kind of customer" these days, but why alienate your base? This is the last act of a desperate brand.
I find it hard to believe that the re-think campaign was accepted by GM management. Ford did that kind of campaign the right way years ago: “Have you driven a Ford, lately?” That was a brilliant invitation to give Ford another shot.
Re-think says what they are trying to say too directly and bluntly and thus just bounces off the audience.
Outside the game, nobody is paying any attention to or having their behavior altered by this campaign.
Robert-
I’m not quite sure where your idea that it was supposed to be candid or an outtake came from. Nowhere in any of the original posts on any site where this was released do the ad people claim that this was anything except a planned (though off-the-cuff) production. I really think you’re looking way too far into this as well; ad agencies do crap like this all the time. They probably gave it to GM along with the official version. Also, about that double-take; I’ve seen it happen, several times, when the Aura first hit the streets. You’d get the customary stares (which a lot of new cars can get) as well as a ‘that’s a saturn?’. While you may be too cynical to think it happens, it does, and more than you may think.
jthorner: I find it hard to believe that the re-think campaign was accepted by GM management. Ford did that kind of campaign the right way years ago: “Have you driven a Ford, lately?” That was a brilliant invitation to give Ford another shot. Just so. The Ford campaign implied that there was a good reason to give Ford another shot. The ads backed-up the general concept with specific rationales (better quality products first amongst them). It also played to America’s love of a comeback kid, Cinderella story, underdog. Rethink reveals GM’s contempt for its customers. The implication is clear: you're out of the loop. Everything you know is wrong. You need re-education. Who wants to hear that? Droid800: Also, about that double-take; I’ve seen it happen, several times, when the Aura first hit the streets. You’d get the customary stares (which a lot of new cars can get) as well as a ‘that’s a saturn?’. While you may be too cynical to think it happens, it does, and more than you may think. Straight-up: do you work for GM or Saturn?
Okay, so Robert’s right: Saturn’s all-American, friendly picnic image was nice. It was good for marketing, solid for sales, and had something to build around.
But you know what’s nice about this ad? It shows some humility. It means somebody isn’t totally in denial about Saturn’s totally botched image.
Not a real fan of image advertising.
Never have been.
Should be mixed with a healthy dose of information.
But it seems everybody is doing more today.
Its always been a major sell style, really.
Kids driving around listening to music…the car must be hip and cool.
But I personnally prefer the details as well.
Tell why…
OIt will work as long as they turn the focus after a short while and show more car.
Show us WHAT is turning the heads.
Juvenile, if you ask me.
The fact that the original ad tells you nothing about Saturn (except perhaps “Our cars really are/were bland”) is not the first time a car company has been without a purpose/reason to exist; many keyboards have told the tales on this site alone. Thinking of it, it’s the same recipe GM has used to advertise the new Malibu: our previous cars were forgettable, but look at this new one.
But Saturn’s commercials are the least of their problems – the brand needs a reason to exist, and no-haggle pricing is not a viable option. In fact, I will argue that the current no-haggle policy automatically eliminates Saturn from many buyers’ list. Perhaps I should do this in the Saturn editorial, but hear me out here anyway.
The new Astra is finally a car GM/Saturn can sell to the Civic and Rabbit buyer, but the concept of a fixed price is so foreign to the car buying process, that it alienates such buyers. People feel a need to pay less than MSRP for a car and when Saturn doesn’t allow that, it shrinks their sales.
To this 27 yr old, Saturn (and Caddy – but just b/c of the new CTS and that model alone) are the only GM brands I can (or would) consider in the foreseeable future – you know, until we get the Volt in 2010. And why is that?
I equate Chevy with greasy-haired salesmen, cars that are driveable, and vehicles that don’t advance engineering/workmanship in their respective class. Case in point: Cobalt – will get you to work, but so will a Civic/Rabbit/3. And they offer more. Memo to GM: Sell me a car, not a deal!
Buick = large cars with little feedback and ride control.
SAAB? Call me when you have a 9-1 or get your mojo back and bring out a new 9-3 and 9-5.
GMC? Fine, but it should be a stand-alone line/sales channel for professionals. You know, since they’re supposedly professional grade?
Hummer? You’re joking right?
Pontiac? When they’re different enough from the rest of the mothership’s offerings, do call. The G8 is a fine effort. Props for that!
So that leaves the exquisitely-presented CTS’ interior, the Vette and Saturn.
So why do I like Saturn and would consider Saturn but not a Chevy? Because they could very well just bring Euro cars here (with the diesels please), and they don’t have a bad/uncool reputation as Chevy does.
Having driven a diesel Astra in Europe this past summer, I was looking forward to getting a Euro car here, a car that was NOT made to suit the needs of the American market. Too bad the Rabbit and Mazda3 exist… If it was a diesel, it would have been the only diesel in a small car in NA (the Jetta TDI is A LOT more expensive than even the Astra XR). But be the first to market a really fuel efficient car? Well, that’s NOT how we do business at GM. No Sir!
Thanks for listening folks, rant over – I feel much better now.
Dino
Feels good, doesn’t it!?
I just don’t get this marketing.
Hopefully its a really really short intro and more detailed ads will follow.
But I dissagree about the G8.
Might be only me, but GM keeps bringing out more and more heavy metal.
Charger.
Challenger.
Living In The Past.(they’re really not alone. Hemi. SXT. Shelbys. etc)
The G8 might be a fine ass car, but really, is it going to make the consumer switch?
I mean, I would still get the BMW or Audi before this car.
Same with the Malibu.
Why would you take it over the Accord?
You can’t talk mileage.
You can’t talk dependability.
Why the hell did they NOT give the 6 speed with the 4 cyl until recently????
And if you want it, you ONLY can with the top LTZ model!
Helloooo…
Mileage…
Anybody know what is in demand today? Some of us LIKE sporty, inexpensive 4 cylinders and AND a good trans.
Whats up with GM and their 4 speeds?
Its almost as if they are 3 years or one model behind every time.
You know why it’s a good ad? Because the current image of Saturn isn’t what Robert is saying–with all due respect, and respect is certainly due, after all I spend far to much time on this site becuase I like it. The current image of saturn is of a warm, fuzzy, bland car, with nothing to distinguish it from the rest of the warm fuzzy bland cars, sky notwithstnding. Saturn hasn’t been cool since gen 1. Of course, I don’t think its particularly cool now, although I’m sure the Opels are better than the bland garbage they were making here.
This also would have been a great ad for the original, which was a cool car.
The ad is great. I love especially when the Policeman and the old guy swear. The kid is also–heck, all the actors did a good job.
When I was copying and pasting from Word, I left out a sentence about GMs ZR1, Colbalt SS and the new 400 horsepower Camaro.
Was supposed to be before the Chrysler cars.
Sorry.
Not really sure Saturn was ever really a “cool” imaged brand.
Mileage and plastic sides…that’s what I remember.
And something about not being able to go in and haggle a better price.
Robert-
No I do not work for Saturn. I’m a recent college graduate, that will be going nowhere near the auto industry. But I have seen the double-take happen.
The ad is a good slap against the denial that is to frown upon swearing. Its ok if its also juvenile or a little tasteless. Not being honest about anger and swearing is worse. Its progress whether one likes it or not I think. I feel fucking angry when I see folks pretend those parts of human nature are shameful or unimportant or wrong. That is dumb. That being said, I think swearing can be easily inappropriate, its relative.
Seems awful dumb to me. I’d rather see ads with the executives explaining the cars and brand. Much like Iacocca did in the 80s. Make those videos showing off your car like the Subaru people do.
I think there are enough people who don’t want to haggle price to support a brand of cars (or several).
And Saturns were definitely “cool”. Just because they weren’t gonzo driver’s cars doesn’t mean they weren’t “cool”. There was and still is a lot of exclusivity in Saturn ownership.
RF- Saturn’s original customers were lost when they switched to metal bodies and cars that looked just like every other GM vehicle. The new cars are much nicer cars but they are not Saturns. Might as well just call them Opels.
Both consumers and Industry give Image a status of being all important. That’s like deciding to buy a computer based on its wallpaper. The industry and consumers are addicted to that. Its easy, its denial, it distracts us from dealing with life. Our cars, homes, money, looks etc all contribute to the image we have of life. Its fake. Trying to photochop images till euphoria sets in. Swearing paints images also, its sometimes one the the triggers for the euphoria of many. Anti-swearing denial is euphoria for others. Its easy to swear in an unhealthy way, and easy to be unhealthy by not swearing when one needs to. Its complicated. Focusing on the image of a product is like trying to improve a computer by changing the wallpaper. Changes the PC alright. Their is a lot of BS and dumb things marketed in this world, by both sides. Image (in the GM sense) is an addiction pure and simple. Swearing ie. managing anger is progress in letting go of image clinging denial. Its also the untold reason many folks fear swearing IMO (I’m good with psychology and emotions). Reality is a scary deal, and swearing will not change that, neither will denial, nor images. BS, Anger, Manipulation, Fantasy, dumbness, confusion are here to stay. Its good to use these abundant opportunities to get healthier ie. dare to think, feel, and see what YOU think, feel and see. Image is about perspective, the one thing we can always change, sometime very important for healthy decisions. Image does not equal fact.
davey49
Look, if you don’t want to haggle a price…EVERY dealer would love to have you visit.
Looking for the better deal isn’t a law…just what is.
People in business try to get the best prices for their product.
Your job as a consumer is to get the best deal for you.
But, if you don’t like the barter system…just walk into any dealer and ask how much.
Or better yet, its right there on the window.
DearS
Really heavy stuff.
I think I got it…but for the swearing part.
You lost me, damn it!
Umm, is it clear to everyone that this is almost two years old, from 2006?
Swearing is important for expressing anger. Some people shame on it and think its just bad. It can be used inappropriately and is often. Its still an important ability.
One problem with the ad, with or w/o the swearing, is that I don’t want to buy an image. I want a car. Saturn’s cars are inferior to the competition-game over.
Another problem is that rethinking Saturn implies that I’d been thinking about Saturn in the first place.
As long as the picnic thing has been mentioned, I have to say I never got that either. If I bought a Saturn, then I’d be invited to drive to TN to have a picnic lunch with others who bought the same brand of car? Why the hell would I do that? What’s next, a picnic for all of us wearing the same brand of jeans?
“Dat shit’s tight!”
Cool.
So, I wonder if there’s a VW “F@$kingFarfegnugen” ad floating around somewhere…
How about a little MORE bleep than just a single letter in the middle??? I can handle all the cussing they can throw at me but we’ve got kids – thanks…
I like the commercial otherwise. Put it on TV with a little more bleep.
GO SATURN! Bring over more Opels (and build them here to exactly Opel specs). No Americanized versions of Opels, thanks. In fact just put an Opel insignia and name on them too.
I’m buying an Astra next time. Used market of course…
Their comments and facial expressions don’t come off in a positive and enthusiactic way. It’s like “that’s a Saturn? What a piece of junk”. It’s like their disgusted by what they are seeing. Watch it again with that in mind. Especially that first kid on the bike and that motorcycle cop.
ppellico
They are bringing over “halo”-like heavy metal instead of focusing their energy on improving their models constantly. And I love it – even though those types of cars are not my thing.
Unfortunately, the G8s, Challengers, Camaros and the like are not what keeps a company afloat. The need their Malibus and 300s to not just benchmark the prev. gen. imports, but to beat them. And only after beating them year after year can they expect the perception gap to work in their favour.
The “You shitting me, that’s a Saturn?” woman ruined it with her shit-ass crappy acting.
Hmmm…. Cute, but I think most people would watch the car go by and proclaim, “What the fuck is a Saturn?”
Or as the Saturn read at LeMons, “Better in my Saturn than your Uranus.”
Poop.
about fucking time
I think it’s stupid to ask whether this ad will play well in Peoria, because neither the ad nor the cars are for Peoria. It seems very obviously more towards the more edgy people on the coasts. The younger car buyer there doesn’t go for the whole Brady Bunch wholesome teamwork picnics with smiling plastic car builders singing Kumbaya shit Saturn was about in its early days. The brand didn’t resonate with the right people.
Why alienate their “core”? Because their core was small and their former image was either nonexistent at worst or hokey at best. Why not dump the lot and try again?
CarShark: Why not dump the lot and try again? Because you can’t. The only thing more difficult than launching a new brand is redefining an old one. In the same way people still think of a VW quality-engineered German car– despite a whole load of evidence to the contrary– you can’t get people to “unthink” the old happy clappy Saturn horseshit. Ask any martial artist: the best way to beat your opponent is to avoid or deflect their force. Head-on confrontation is the worst possible strategy. Especially if your opponent is you.
“If it walks like a duck, quacks like a duck and looks like a duck…”
My reaction was “so what?”, is that what the creators intended / hoped for?
Nothing ground breaking there, it’s the year 2008 folks.
why the fuck do they show an ‘07 Vue? Fucking idiots.
Also, best part of the ad is the Saturn salesman saying ‘fuck yeah’ at the end.