What is truly Scandinavian? (commercial by SAS)

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What is truly Scandinavian? (commercial by SAS)

Postby tungemål » Wed Feb 12, 2020 6:11 pm

What is truly Scandinavian? This commercial by SAS proved to be controversial and was in the news today. Subtitles in English, Norwegian, Danish, and Swedish.
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Re: What is truly Scandinavian? (commercial by SAS)

Postby Iversen » Thu Feb 13, 2020 10:04 am

I doubt that SAS/Scandinavian will get one single passenger more because of this piece of junk - but incompetent advertising professionals are not a Scandinavian speciality, they are found everywhere on the planet.
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Re: What is truly Scandinavian? (commercial by SAS)

Postby lichtrausch » Thu Feb 13, 2020 4:01 pm

Another entry from the "let's condescend to our target market" school of marketing, which also includes crowd favorites like Gillette's The Best Men Can Be.
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Re: What is truly Scandinavian? (commercial by SAS)

Postby Mista » Thu Feb 13, 2020 4:55 pm

Yes, and I believe I heard on TV yesterday that 70% of those who find this offensive are "normal people". Why are they offended? I suppose the reasons must be unsuitable for TV. Either that, or nobody is quite sure ...
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Re: What is truly Scandinavian? (commercial by SAS)

Postby lavengro » Thu Feb 13, 2020 5:08 pm

I found it a really odd commercial, and I'll confess to not being sure why. I did not find it offensive, but it certainly does not motivate me to book a seat on the airline involved, nor provide any additional motivation for me to visit the countries served by this airline, beyond the normal motivation I already have. (ETA: okay, on a second viewing, some of the shots of places and people were of interest and travel-motivation, but that aspect for me gets obscured by the "nothing new or original to see here" theme.)

I prefer the approach to advertising taken by Icelandair in some of its advertising, such as the following:


Who says the Vikings are gone? Turns out they have just moved on to engage in soccer (or "football" if you must) instead of rampaging and sacking villages.
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