I also liked it, the movie. One of these really refreshing, relaxing pictures. Not too pretentious.

So since Sideways, everybody drinks ‘pinot noir’, winegrowers of ‘merlot’ have a hard time, they have tours through the vineyards and places appeared in the movie – remember the motel? At Trader Joe’s, a pinot noir was offered for a while marked ‘as seen in sideways’…and now, I found this ad, a car, a Saab, ‘as seen in sideways’…

Where is this impact coming from? I can imagine it was one of these productions with no particular intensive promotion and the distributors were surprised of the reception after release.

What’s the idea of the Saab anyway? Why did this guy drive a Saab…and not a Chrysler? The image of a car, a Saab. Seems to be something between liberal and conservative. Miles by actor Paul Giamatti, more a loner, never came over his divorce, teaching but dreaming of a career as a writer, without the self-confidence to leave a steady job and focus on his dream. The Saab has to reflect this kind of personality. People drive what they are. Observe.