Saab Release The Power of Nature

Saab is running an international TV campaign for the eco-friendly BioPower, featuring a powerful combination of cinematography and soundtrack from Swedish group Oh Laura. The Saab ad, filmed in muted colours, features elements of nature longing for release: a plant overshadowed by a bridge, a butterfly trapped in a window, an orca (killer whale) swimming in an aquatic theme park pool, a tree caged in a city square, a dog chained to a peg, water restrained by a man-made dam. “The power of nature wants to be free. Release it. Saab BioPower. 25 extra bhp with bioethanol.”

Orca in Saab TV ad

Click on the image below to play the video.


The Saab Biofuel campaign was developed at Lowe Brindfors, Sweden, by creative director Tina Jarlerud, copywriter Martin Barthof, art director Richard Villard, and agency producer Mark Baughen.

Filming was shot by director Adam Berg via Camp David Film with producer Stefan Falk and executive producer Johan Svensson, editor Johan Wik.

Sound was designed by Eric Thorsell at Housework. Post Production was done at Syndicate.

Swedish trade press magazine Resume, gave the ad the Best Campaign of the Month award.

“We worked intensely to combine content and feeling when shooting the film,” explains Kristian Jörgensen, Marketing Communications Manager at Saab Automobile. “It is rewarding to make a TV-ad with a real ‘stand out’ impact’ that reaches out and touches people in their hearts. The music and Fried Öhrn’s powerful vocals are a perfect fit for the strong emotions of the film. We are delighted by the huge impact this commercial has created. It has also turned out to be a powerful launch pad for the career of Oh Laura and we wish them every success.”

Oh Laura

Oh Laura

Oh Laura is a Swedish group from Stockholm consisting of Frida Öhrn on vocals, Jocke Olovsson and Jörgen Kjellgren on guitars, Rikard Lidhamn on bass and Magnus Olsson on drums. The Saab campaign has sparked an interest in the band’s music wherever the ad is shown, leading to downloads of their music from MySpace, YouTube and iTunes. Due to the popularity of the band Release Me” has become the first single off the band’s debut record, A Song Inside My Head, A Demon In My Bed, released on May 25, 2007 under the independent label Cosmos Records. See more of their work at

Full Lyrics for Release Me

I am the wilderness locked in a cage
I am a growing force you kept in place
I am a tree reaching for the sun
Please don’t hold me down
Please don’t hold me down

I am a rolling wave without the motion
A glass of water longing for the ocean
I am an asphalt flower breaking free but you keep stopping me
Release me
Release me

I am the rain that’s coming down on you
That you shielded yourself from with a roof
I am the fire burning desperately but you’re controlling me
Release me.

via GM Europe News Room Archives