It was August 2010 and Saab recently became an independent company after many years of GM ownership. The future looked good with the launch of the brand new Saab 9-5 and the promise of making Saab cars more “Saab” again.
The “Anything but ordinary” campaign was created by Stockholm-based Lowe Brindfors and, like many Saab advertising campaigns, it showed the typical Saab approach of doing things differently. According to Saab, they wanted people to change their perspective on driving using smart solutions and powerful technology.
While the Saab 9-5 was based on a chassis shared with other GM models, it was mostly developed by Saab in Trollhättan with some help from engineers at Opel in Rüsselsheim, Germany. Some say up to 80% of the 9-5 was development by Saab Automobile.
The main focus of the campaign was an interactive website at anythingbutordinary.saab.com. Visitors could engage and explore the company’s history and the independent thinking that Saab represents. Sadly, this website is not available anymore and we wish it could have been preserved.
There is a videos showing how visitors would navigate the website and learning more about the Scandinavian roots and Saab’s inspiration, passion for driving and innovative thinking. But the main focus was the all new Saab 9-5 and how it fitted in with Saab’s design philosphy.
Another video shows a presentation of Lowe Brindfors with more information about the campaign. SAAB heritage remained an important part of the new Saab 9-5. Aircraft-inspired features like the pilot head-up display, turbine-shaped wheels and the cockpit-like interior were part of the design. Safety items like lane departure warning, roll-over sensing system and emergency brake assist were essential for a car developed in a country where there often is snow and ice for 6 months out of the year.
TV commercial from Saab, part of the “Anything but ordinary” campaign to launch the new Saab 9-5 in July 2010.
Videos uploaded by Saablog-in
A tour of the interactive website
Presentation by Lowe Brindfors
Screenshots of videos