Hasta La Creative!

Today in stories that you may not tie back to the advertising industry, a certain (virtual) gay Swedish sailor has been winning headlines for trolling the Russian navy with an underwater “sign” that repeatedly sends out a signal in Morse code:

“This way if you’re gay.”

The little stunt has earned all sorts of headlines and interviews for members of the Swedish Peace and Arbitration Society; Vladimir Putin is obviously not a fan.

Our readers may or may not be surprised to learn that there’s an ad agency behind this stunt: it’s Åkestam Holst, the same shop responsible for those odd “have your wedding at IKEA” ads.

First, here’s the video:

ICYMI, 1944 is the year Sweden “legalized” homosexuality, well ahead of the rest of the world (as usual).

From the press release:

“If there is a submarine down there beneath the Baltic waves and the crew should happen to see or hear the Singing Sailor they are welcome to join us in the Stockholm Pride Parade on the 1st of august. In times of unrest, love and peace across boundaries is more important than ever. We want to break-up with the violence. Our invitation is also extended to Swedish subs and military personnel and all others that want to join us, says Daniel Holking, Communications-and fundraising manager with the Swedish Peace and Arbitration Society.

The Singing Sailor is also a contribution to the debate that we all should shift military resources into development and rethinking security.”

We don’t have any comment from the agency itself, because the client’s explanation should suffice. We do have the credits, though…

Agency: Åkestam Holst

Stockholm agency Åkestam Holst created this online spot for IKEA to celebrate Valentine’s Day.

The ad features couples who have been together since 1958, when the company opened its first store. After a brief introduction showing how couples have to make decisions together while at IKEA, the spot spends the remainder of its almost four minutes on the older couples, who talk about how they met and what has kept them together through the years. While it’s a bit drawn out, you’d have to be pretty cold-hearted to be not at least a little moved by the couples’ obvious devotion and the 1958 connection is a clever idea to tie their sentiment to the brand.