“An SUV with Attitude”. Just by taking a first look at the poster and at the slogan we understand the big idea, which is the uniqueness of the SAAB SUV; it is not an ordinary SUV it is an “SUV with attitude”.
“Born from jets”. This is the company’s slogan and it emphasizes the solidity of the materials used to build the SAAB cars. This slogan also relates to the history of their aircraft company that reinforces the idea of the unique solidity of the SAAB cars using a metaphor.
“Once you’ve built jets, you don’t build just another SUV” This sentence once again emphasizes the history of their aircraft company and also reinforce the idea of solidity of their SUV but the uniqueness of it.
The picture of the car attracts the attention. The car takes the whole space across the page; it is massive, it is not an ordinary SUV. There is also a contrast between the colors and a play with the lights, which make the SUV look bigger and more massive.
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