Ad produced by:
Saab
The ad starts with a seemingly serious statement, “To crash with a Volvo is extremely safe,” playing on Volvo's well-known reputation for building very safe cars. Just as you’re nodding along, the ad delivers its punchline with a sly twist: “If you’re sitting in a Saab.” This unexpected turn makes the initial setup humorous by taking the expected statement in a surprising direction.
Volvo and Saab are both iconic Swedish car manufacturers historically known for their focus on safety. By cheekily suggesting that a crash involving a Volvo is safest if you’re actually in a Saab, the ad gives a nod to the competition while subtly promoting Saab’s own safety features. It’s a clever bit of brand rivalry, adding to the humor with a wink toward informed consumers.
Through this light jab at Volvo, Saab is stealthily bragging about the safety of its own cars. It’s as if Saab is saying, “We acknowledge Volvo’s safety, but ours is even better.” This playful boasting is delivered with humor, making the message both memorable and amusing.
The humor is smart and appeals to an audience familiar with the automotive industry and the emphasis both brands place on safety. It assumes a level of insider knowledge, making the joke feel more exclusive and clever to those who get it.
The ad’s design is minimalist, highlighting just the important elements: the witty headline and a small image of the Saab 9-5. This simplicity ensures the focus remains on the humorous punchline without any clutter to distract from the message. It also infers that the car’s safety needs no embellishment—it speaks for itself.
“Saab 9-5. Sweden’s safest car. In real life.” This slogan cleverly reiterates the ad's main comedic thrust while firmly positioning Saab as the leader in safety, not just in an idealized sense but in the practical, real-world application of their technology.
In summary, this ad is funny because it uses a clever setup and punchline to humorously compare the safety of Saab with that of its competitor, Volvo. The subtle brand rivalry, intelligent twist, and simplistic design all contribute to making the ad both memorable and amusing. It’s a brilliant piece of marketing that manages to flex its safety credentials while engaging the viewer with a smile.