It was a special product website which was awarded with several Creative Awards. FWA, whose mission is t is to showcase cutting edge creativity, regardless of the medium or technology used, praised this creative solution.
FWA: What better way to show off a car than a video of it, behind the wheel. Like many of these car websites, a good broadband connection is needed to get the best, seamless, experience. This simple idea works a treat as you can enjoy the ride whilst taking in several views from each location. Once you’ve taken them all in you can move on to the next scene. Simple yet very effective.
This is what the author says about this creative challenge in the campaign to promote Saab 9-3 Convertible:
Car ads. Don’t you just love them? Always this focus on product, product, product. The new, shining, seemingly driverless car gunning its way through a tight hairpin or speeding through the salt lake desert, very close to the speed of sound.
With Infinite Drive we took the opposite approach. Instead of the outside we started with the inside. Not the inside of the car, but the inside of you. What passes through your mind as you drive a car? Well, if you’re a Saab owner, you’re a different breed, so naturally the thinking should reflect that.
The result was an everlasting, never-ending, introvert journey behind the wheel of a Saab 9-3 Convertible. But back in 2004 bandwidth was still a scarce resource. So to make this joy ride last forever, we looped the scenes. In the end we decided to loop the story as well, something that wasn’t done before. Ikea Dream Kitchen and Philips Carousel would soon follow…
See the video in which he noted that this web solution works in practice. It takes you through a few different scenes, highway, highway with tunnels, highway with railway crossing, and asks some questions – that I presume are to be thought provoking – along the way: