Saturn Ditches All-American Image

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.

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  • Raast Raast on May 18, 2008

    "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.

  • Spider Spider on May 19, 2008

    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.

  • Ronnie Schreiber From where is all that electricity needed to power an EV transportation system going to come? Ironically, the only EV evangelist that I know of who even mentions the fragile nature of our electrical grid is Elon Musk. None of the politicians pushing EVs go anywhere near it, well, unless they are advocating for unreliable renewables like wind and solar.
  • FreedMike I just don’t see the market here - I think about 1.2% of Jeep drivers are going to be sold on the fuel cost savings here. And the fuel cost savings are pretty minimal, per the EPA: fuel costs for this vehicle are $2200 and $2750 for the equivalent base turbo-four model. I don’t get it.
  • FreedMike How about the “Aztek” package? Wait, this car already has that…Said it before and I’ll say it again: they need to restyle the hind end on this car, stat.
  • Johnster "Vale" is the [s]cheap[/s] lower-priced performance version with black trim and stiff suspension."Mist" is the "DeLuxe" version with a bit more chrome and trim. (Sort of like the "Decor Package" option.)"Magentic" is the full-on Brougham treatment (in its current state) with more chrome trim than the "Mist" and all sorts of gimmicky electronic features inside. (Sadly, it will not include simulated landau irons or a vinyl covered roof, even as an option.)"Aurora" is the Oldsmobile of Cadillacs (sort of like the old Cadillac Calais). No, that's not right. It's the top-of-the-line model, sort of a "Grand Touring" version, with not as much chrome as the "Magentic" but all of the gimmicky electronic features and a stiffer suspension.
  • Drew8MR Why can't CARB leave hobbyists alone? Maybe lay off the low hanging fruit and go after the gross polluters. Bring back the rolling exemption.