Scary Commercial

Halloween seems to be a trigger for advertisers all over the world. Swedish advertisiers is no exception.

This year Netonnet, a Swedish online retailer of home electronics, promotes sales of dvd:s with a Halloween commercial.

The agency, Garbergs, was inspired by the creepy theme and made a 90 seconds summary of the last fifty years of horror movies. But the commercial was too good or rather too scary. TV4, the big commercial Swedish tv-channel, refused to show it and Garbergs had to censor.

But you can still see the uncensored edition of the horror commercial of Netonnet here at Swedish Ad Beat.

Agency: Garbergs


Pretty in Diapers

It’s Roy Time – the annual Swedish commercial award, initiated by Swedish Film & TV Producers (and named after the Swedish film maker and commercial director Roy Andersson).

One of the nominees is this shock of sweetness from director Anders Skog and agency Forsman & Bodenfors. It’s a heart warming romcom about diapers and probably one of the cutest commericlas ever made (in Sweden).

Agency: Forsman & Bodenfors


Like a Armed Forces Reality

Do you like the Swedish Armed Forces? I mean, do you really LIKE the Swedish Armed Forces?

Well, a ”Like” at Facebook is’t enough, according to a new recruitment campaign from the military and DDB Stockholm.

If you really want to express your ”Liking” you have to go, beyond the comfort in front of Facebook, out into the real world and literally press the Like buttons.

The campaign, with the tagline ”Welcome to our reality”, has deployed analog Like buttons at different locations in Sweden. Now it’s up to you to find the right Likes (well, the campaign page has maps).

Then – if you discover the reality Likes you might be of  the right stuff for the Swedish Armed Forces.

Agency: DDB Stockholm

A Cliché in New York

Original Photo: Dennis Stock

The Original, Photo: Dennis Stock

Fiftyseven years ago Dennis Stock, a young photojournalist working for Magnum Agency, took a photo of an up and coming actor walking down a cold and rainy Times Square in New York.

The actor was James Dean and he died a few months later in a car crash.

It’s a beautiful and atmospheric picture. A classic photo with iconic status.

The problem is that you probably have seen it a thousand times on postcards, in magazines, on the walls of teenage rooms and imitated in advertising. Therefore, the picture has lost its substance and turned into a cliché of a cool but sensitive guy.

Today brands want to be authentic and everything but clichés. Brands may joke with stereotypes and prejudices in their advertising, but to try to use clichés in storytelling is quickly revealed (by the consumers) as bad attempt to be something they are not.

It is therefore rather strange that the Swedish clothing company J. Lindeberg wrap themselves in grainy black and white images from Times Square in their new campaign.

World famous fashion photographer Peter Lindbergh has taken the  beautiful pictures of serious young people at this very well-known place in New York.

Nice but you have seen that feeling too many times before.

Photo Peter Lindbergh

Photo Peter Lindbergh







Agency: ITEM Design Studio

The Vandals of The Economist

Here a guerilla campaign in Stockholm from The Economist (see picture). The message is targeted at the commuters who pouring into Stockholm city in the morning – tired  bankers staring on the ground on their way to the office.

No, the copy is not written at the zebra crossing. The agency, Crowd, has washed up the words from the dirty street with a pressure washer and a template. Smart but despite this, the local authority claims (in Swedish) The Economist can be engaged in vandalism (The City Hall of Stockholm has zero tolerans on graffitti).

Agency: Crowd

A Painful Idea

In 1999 healthcare company McNeil had a huge Swedish success with the new pain killer Ipren. The main reason for the success was a surreal commercial. As the leading role  was ”The Ipren man”, a short wacky guy acting as a guitar playing pain killer. Surreal indeed and, of cause, very funny.

In the following years we saw several variations on ”The Ipren man” and it was fun most of the time.

Anyway, last year the agency, Garbergs, killed the idea about the pain killer man. But didn’t have any stand in. Instead they made a commercial in which the marketing department at the healthcare company doesn´t have any new ideas for a commercial. Not funny at all.

Garbergs is, one year later, still working with that idea. In a new commercial the staff at the marketing departement are testing ideas submitted by the public. And they look like morons.

The pay off is ”Pleas send us your Ipren song and you can win 50 000 kronor ($7500).”

It is still not funny.

Agency: Garbergs

A Sweet Story from the Future

When companies have visions of tomorrow – it’s always boring. See, for example, the stiff business woman in the science fiction from Microsoft.

This kind of future never evokes curiosity. Usually it is random selections from the R&D Department and the rest is cgi. Touchscreens, touchscreens, touchscreens everywhere and despite that everyone touches everything it is very tidy eveywhere.

The new future film, a commercial for a new broadband service, from the Swedish telephone company TeliaSonera has all the ingredients of traditional company future . But in one way it’s different: it has a sweet love story.

The action takes place at a movie studio and there is an explanation for that. The commercial is directed by team Björn Stein/Måns Mårlind. They did a Hollywood appearance last year directing the vampire flick ”Underworld Awakening”.

But unfortunately, there are no exciting vampires in the future of TeliaSonera.

Agency: DDB Stockholm

The Love Bar is not for Sale

A sweet love story. Plopp is a classic chocolate bar brand owned by Cloetta, a Swedish confectionery producer. Two years ago Cloetta produced a Love Plopp campaign. Instead of Plopp it was written ”Kärlek” (Love), ”Lycka” (Happiness), ”Puss” (Kiss) and ”Kram” (Hug) on the packaging.

The idea was to spread love and happiness all around.

It was a success and Cloetta made a relaunch at Valentine’s Day this year.

There was one problem. The Valentine’s Day’s ads showed the love and happiness bars but you couldn’t find any in the candy store. It is claimed that a packaging machine at Cloetta had broken down.

You could still buy ”Kiss” and ”Hug” bars but that was not enough and a love hungry woman has reported Cloetta to the Swedish Consumer Agency. She had planned serving love and happiness bars at a wedding but the wedding guests were left with just kisses and hugs. What a disaster.

A spokeperson says Cloetta regret the problem the lack of love and happiness has caused.

Stealing from James Bond

The Man from 3 has stolen the storyline from James Bond in this new commercial.

The 3 Man needs it. Adverts from the mobile carrier 3 has been boring for years. Good customer service, low costs etc.

The new campaign is more thrilling. The bad guys, the competitors, in black skiwear, chasing The Man from 3 because of his low prices.

Maybe it’s not the best commercial you have seen but I promise it’s more fun than customer service.

Agency: McCann Stockholm

Wake Up in the Wrong City

If you aren’t already stressed out, you can, if you are in Sweden, download the new app Anywake from the airline Lufthansa.

The wake up call of the app is a sound from a random city somewhere in the world. To turn off the alarm you have to guess which city. If you’re right you get a discount on a ticket to the city. If you are wrong you have to wait until the next morning.

Imagin the situation: to wake up and immediately figure out, in full speed, what you are hearing and then to guess the wrong place. Angry, disappointed and with high heart rate. Good morning.

Agency: DDB Stockholm

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