Car ads. Don't you just love them? Always this focus on product, product, product. The new, shining, seemingly driverless car gunning its way through a tight hairpin or speeding through the salt lake desert, very close to the speed of sound.

With Infinite Drive we took the opposite approach. Instead of the outside we started with the inside. Not the inside of the car, but the inside of you. What passes through your mind as you drive a car? Well, if you're a Saab owner, you're a different breed, so naturally the thinking should reflect that.

The result was an everlasting, never-ending, introvert journey behind the wheel of a Saab 9-3 Convertible. But back in 2004 bandwidth was still a scarce resource. So to make this joy ride last forever, we looped the scenes. In the end we decided to loop the story as well, something that wasn't done before. Ikea Dream Kitchen and Philips Carousel would soon follow…