A studio based shoot was chosen for the promotion of the SAAB 95. The look was clean, the idea simple, and in being so is in itself intrinsically Swedish. Three ten second ads served to highlight three different features of the car. Firstly it’s "So Efficient".The image of the ant carrying the leaf serves to show the ant in its very nature to be strong and efficient as a creature, the leaf symbolising all importantly the car’s carbon efficiency. Secondly, "So Swedish". The Moose represents something which is typically Swedish, and draws attention to the stellar Swedish manufacturing and engineering. Thirdly, "So Aerodynamic". The paper plane flying swiftly through the air serves to highlight the aerodynamic nature of the car. The ad is uncomplicated and extremely effective in catching the viewers attention whilst allowing the car to do all the talking.