Back in 2011, I’d decided to take a leap of faith. As Saab faced an uncertain future, I purchased a brand new 9-3 TTiD in stunning Carbon Grey Metallic with black leather. I’d convinced myself that this might be one of the last opportunities to ever purchase a new Saab, so I needed to make it as special as I could. At the time, I had complete access to the Hirsch performance range, so specified the new TTiD with every available modification and ended up with a Saab that soon became the motivation for Saabvs.

Since 1999, Saab had been running an iconic ad campaign that challenged the ordinary, a series of thought provoking, intelligent comparisons that went far beyond the normal, this is where the name Saab vs Scepticism came from. I’d come across so many people who just didn’t understand my love for Saabs, the reasons they become part of your DNA, and I wanted to create somewhere that inspired others to go beyond the ordinary, to see just how unique Saabs are.

Even today, twelve years after starting Saabvs, I find myself drawn to these exceptional set of ads and thought they deserved to be shared so everyone can be inspired by them too. I created the Saab vs. Ordinary, as this single image has repeatedly persuaded me to buy the stunning Saab 9-3 HOT Aero convertible, and imagine it will do again at some point.