The New Saab 9-5 is Anything But Ordinary...

... or at least this is what the Swedish car manufacturer is trying to suggest with the launch of the new Saab 9-5 advertising campaign. Visitors of the virtual design studio will get to take a closer and interactive look at the company’s aircraft heritage, Scandinavian roots, inspiration, passion for driving, and innovative thinking, as well as the new car with all its features.

“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,” a company statement reads.

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.

The new campaign is, in fact, similar to the "Change Perspective" one, featuring the "Move Your Mind" tagline. The dedicated website also incorporated a television ad and information on Saab safety, heritage and performance. However, we must admit the virtual tour is not as catchy as the previous one.

The Swedish-built car comes equipped with aircraft inspired head-up information display (HUD), adaptive headlights (Bi-xenon Smart Beam), MP3/iPod integration, Harman Kardon audio system, DAB radio, adaptive cruise control, DriveSense adaptive chassis with continuous damping control, keyless entry and starting, dual-zone climate control, adaptive parking assistance, and XWD with electronic LSD - the industry-leading all-wheel-drive system.