Plot / Description

The commercial begins with a man in an art/design studio. He sits down at his desk and draws a globe on a sheet of paper simply by drawing a circle. He then spins the globe, stops it, and then zooms in like you would do on Google Earth or with a touch phone. The city he zooms in on is Trolhattan, Sweden, and as he zooms in more, a light bulb pops out of the paper. He picks up the light bulb, flicks it with his finger to turn it on, and puts it over his head as if he just got an idea. He then takes a new piece of paper, makes a single fold in it, and it turns into a paper airplane which has the word "prototype" written on it. He puts the paper airplane front end down, and has an ant carry it away. He then takes out a marker and with a single swipe, writes the word "power". He then pulls out an exacto knife and cuts out a shape on a new piece of paper. He folds it up and a tiny moose appears. He swipes his finger across the page and the word "neighbour" (British spelling of neighbor). The artist then spins the piece of paper upside down and everything (including the moose) disappears. He draws a tiny line on the page with a pencil, grabs it and pulls out a small pine tree. The designer picks off a pine cone and spins it on the table, and it turns into some sort of gear. He then uses his stack of paper like a flip book with an image of a snowy road going through the mountains which passes cabins, pine trees, and ski lifts. A piece of graph paper is thrown on top of the flip book which is grabbed and wrinkled up. It its place is an animation of the new Saab 9-3X which switches into a real image.

Voiceover

When you have a different perspective on things, you don't end up with just another car. You end up with a Saab.

Written Text

Trollhattan 
Prototype 
Power 
Fuel 
Playground 
The new Saab 9-3X 
Saab move your mind 
Change perspective at saab.com