ROYAL OAK, Mich. -

Roughly a year after the Saab brand was sold to Spyker Cars N.V. by General Motors, Saab Cars North America has rolled out a new ad campaign to emphasize the brand’s presence and what officials described as its resiliency.

“The Story of Saab” will share what the automaker is all about and stresses “that we never went away,” said Nicole Jankowski, Saab Cars North America’s marketing communications manager.

“The idea behind the campaign is independent thinking, but, most importantly, it will let everyone know that Saab is back, here to stay and that we never went away — what we stand for and who we compete against,” Jankowski noted.

In early 2010, as Saab Cars North America officials put it, the brand “virtually disappeared in the United States market.” However, the brand has begun a rebirth in terms of being viewed “as an independent and viable automaker,” according to officials.

“Saab has always been unique, offering products which might not be for everyone, but are innovative and speak to its incredibly loyal, devoted owner and fan base,” Jankowski noted.

The campaign kicked off with newspaper ads in The Wall Street Journal last week. The TV commercials begin today. Along with a brand story and a retail story, retail elements are also built into the campaign.

There is a social-media aspect, as well. There was a preview of the commercial that was set to run Sunday via Saab’s Facebook page. Additionally, Saab has turned to its fans on Facebook to submit their own advertisements. Saab said it plans to use at least one for campaigns down the road.

“It’s a true, comprehensive re-launch of the brand, the cars and the company,” Jankowski added. “And it’s a long-term, brand building platform, with elements that will continue to evolve in the coming months.”