Lowe Howard-Spink is positioning Saab cars as the choice of the
individualist in its first work since winning the account last
The pounds 2 million campaign, which broke at the weekend, manipulates
perspectives on the image of a fingerprint to create a surreal 40-second
spot, branding the car as stylish but unconventional.
The commercial opens on a shot of a thumb resting on the steering wheel
of a Saab. The camera then pulls back to show an aerial view of the
roads along which the car is driving, fading to become a network of
black and white lines as the view becomes more distant. The ad then
changes to show that the grid of roads is, in fact, the trace of a human
In the next phase of the film, the camera pulls into the car’s interior
again to show the real thumb resting on the steering wheel. The
commercial ends with the camera pulling away to the outside of the car
for a final shot of the gleaming exterior and ends with the established
Saab strapline: ’Beyond the conventional.’
The ad was written by Phil Dearman and art directed by David
It was directed by Doug Foster at Blink, using motion-controlled camera
footage and computer-generated images.
Tim Lindsay, chief executive of Lowes, said the campaign was the first
original work for the car generated by the agency in London, but
stressed that the main work was created by Lowe Brindfors, the group’s
Swedish shop and the lead agency on the business across Europe.
He said: ’Our ad contributes to a pool of work for Saab internationally
and can be used in other countries.’
Media buying for the commercial is handled by Universal McCann.
Lowes picked up the Saab account from Barker and Ralston last year in a
pan-European alignment. It is also adding the brand to its roster
further afield, including the US, where the group shop, the Martin
Agency, picked up the account earlier this year. Saab is 50 per cent
owned by General Motors.