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The Drum

McCann's Birmingham to handle regional roll out of Saab campaign

A new campaign for automotive brand Saab since it was bought out by luxury carmaker Spyker from GM for $74m, has seen McCann Erickson Birmingham set the task of handling the regional marketing responsibilities.

Featuring an Elk, the campaign will promote the Saab 9-5 model, created by Swedish agency Lowe Brindfors.

The campaign will highlight the Swedish heritage of the brand through the use of the Elk and the tagline ‘So Swedish So Saab’.

Running across TV, outdoor, print, digital and DM, the campaign will also feature a series of idents on Sky.

Below is a video of the 9-5 being unveiled to the media