This global brand campaign for Saab highlighted the brand’s core virtues—performance, safety, and versatility—by isolating and showcasing key vehicle features. The challenge was to unify a wide range of individual messages under a single, cohesive idea, which led to the concept of “VS.”, a universally understood idea. The campaign was executed in approximately twenty languages across dozens of executions and ran in major markets worldwide. The series was recognized as a Kelly Award finalist and featured in Communication Arts Ad Annual, the Art Directors Club, and One Show silver pencil.

Copywriter // Jeff Ross • Team // Mark Wenneker, Kerry Feuerman, Rob Shapiro