Lowes takes surreal approach for Saab film

Lowe Howard-Spink is positioning Saab cars as the choice of the individualist in its first work since winning the account last August.

Lowe Howard-Spink is positioning Saab cars as the choice of the

individualist in its first work since winning the account last

August.



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

thumbprint.



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

Christensen.



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.