Flash advert for Saabs ‘Fool Nature’ campaign.

Flash advert for Saabs ‘Fool Nature’ campaign.

Saab go all X-files with this teaser campaign to launch the latest Saab 9-5. My voice can be heard at the start of the partially-encrypted ‘transcription’ on 0800 031 9759. The website attracted 30,000 hits, meaning some 60m people remained unmoved.

A mailing to RAC customers highlights the risks of allowing their membership to lapse.

The copy references Coleridge and Bill Bryson in an evocative piece designed to position the Saab 9-3 as the all-year-round convertible.

A pack that successfully transferred the essentially dialogue-based TV commercials, featuring two kids speaking like adults, into a DM format. There were online executions too.

A very ‘Saabesque’ offer to its new customers – a free photographic portrait.

A mailing aimed at dramatising Saab’s new bio-powered car. As the recipient opened the brochure, a pre-wound butterfly flew from its pages. No injuries reported.

An offer that sounds too good to be true? You’d want to pinch yourself. I certainly did after hearing that this pack shifted more than £25 million worth of cars.

Vauxhall had somehow procured a list of MG Rover drivers. The company had just gone into liquidation, and Vauxhall wanted to appeal to their sense of patriotism by reminding them that many Vauxhalls were still built in Britain.