SAAB Advertising

Saab’s typography wasn’t random—Gill Sans shaped brochures, Helvetica Neue Extended defined dealer signage, and the SAAB logo was a custom grotesque drawing.

A groundbreaking academic chapter by Etienne Boumans explores Saab’s unique legacy in film, analyzing over 70 movies across 55 years to reveal how the brand’s strategic presence on screen helped shape its cult identity and influence brand awareness—even beyond its production demise.

The unforgettable showdown between Saab's guerrilla marketing and Mercedes-Benz's towering ad at NAIAS. A tale of strategy, creativity, and the relentless pursuit of visibility in the automotive world.

Discover the Saab-Lancia 600's unique blend of advanced engineering and market challenges, leaving behind a complex and diverse automotive legacy that continues to intrigue enthusiasts and critics alike.

Discover the captivating journey of visual artist Auburn Hodgson, renowned for his unique low-poly 3D video creations. From his beginnings at Bournemouth University's Computer Visualization & Animation course to his thriving career in the video game industry, Hodgson's innovative work is showcased on his '16Bit Movies' YouTube channel. Explore his remarkable homage to Tony Scott's SAAB advertisement, reimagined through the lens of modern 3D technology and the iconic SAAB 900. Delve into Hodgson's creative process, his use of Autodesk Maya, and his passion for bridging art, nostalgia, and cinematic inspiration

Step into a world of automotive grandeur as we delve into the captivating 1987 SAAB spectacle. Witness the Saab 9000 CD taking center stage alongside a monumental projection screen, forever reshaping the landscape of corporate presentations and automotive promotions.

Embark on a journey into the captivating realm of Saab's packed trunks. Explore the eclectic assortment of items, ranging from practical tools to enigmatic objects, and let your imagination roam as you speculate on their intended purpose. From road trip misadventures to hidden secrets, discover the allure of these mysterious cargos. Unravel the enigma and delve into the world of Saab's innovative and versatile designs, where practicality meets eccentricity in the most fascinating way.

In 1982, amidst a challenging economic climate and a downturn in the automotive industry, Saab managed to achieve remarkable success in the United States. With a combination of unique features, emphasis on performance, and a loyal customer base, Saab's sales...

Shell, in collaboration with renowned car photographer Amy Shore, recently concluded a special photo session in March, resulting in a captivating portrait campaign. The project aimed to capture the emotional connection between car owners and their vehicles, showcasing the stories of ordinary and extraordinary individuals who are regular consumers of Shell's fuels. Among the mesmerizing portraits was a stunning green Saab and its proud owner, adding a touch of uniqueness to the campaign. Let's explore the enchanting stories shared by these passionate car owners and delve into the artistry of Amy Shore's photography.

At one time, Saab AB's market research department has put a lot of effort into identifying a typical Saab buyer/owner. One of the last such researches in a series was conducted and coordinated by Magnus Hansson, head of Global Products...