Introducing the New Saab 9-5. Anything But Ordinary.

We are back where it all started – in Trollhättan, Sweden. The Swedish car manufacturer Saab has recently become an independent company. From now on, Saab cars will be even more Saab. This new era start with the launch of the new Saab 9-5.

Since 1947, Saab has been challenging conventions and opening up people’s minds to what a driving experience can be. With the new Saab 9-5, we want people to change their perspective on driving. Combining smart solutions with advanced powerful technology, it offers a driving experience that's 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.

Dedicated Saab fans can view the TV commercial at the Saab Cars Official Youtube Channel. The launch of the fully integrated campaign will be early autumn 2010. The global campaign will run on the majority of Saab markets worldwide.

Explore the new campaign site by clicking here.