I have noticed the Saab ad on the tele. I like the pictures and I love the music (which seems to be an increasingly important part of global advertising). But I'm baffled by the one-size-fits-all approach. Here in New Zealand the ad has nothing to do with fuel. Or anything in particlar. Curiously enough it works better for it.
On an interesting, related point: I read somewhere that the US TIVO service has done a study. Ads that are slanted more to the emotional end of the spectrum are more likely to be eliminated than factual ads. Think about that.