Saab: Anything but ordinary

The "Anything but ordinary" campaign is about alternative ways of seeing things. We invite people to come "behind the scenes" in the Saab design studio. The TV commercial gives the viewer a sneak preview of what's going on in the design studio, while a deep interactive experience is offered online. The Internet is the central hub of the "Anything but ordinary" campaign. People can engage in the independent thinking that Saab represents and, most important, the new Saab 9-5. The visitor will be able to explore important aspects of who we are (our aircraft heritage, our Scandinavian roots, what inspires us, our passion for driving, and innovative thinking) as well as the new car with all its features.