Hasta La Creative!

Rekorderlig, a fine Swedish cider comes out with yet another UK ad showing über Swedishness. What is Swedishness? Is it bearded men skating on Torne träsk (where I’m actually from) to a soundtrack of Sami jojk? Hang on, that jojk – ‘Reindeer Herder’ – is sung by Jon Henrik Fjällgren, a man who was born in Colombia, then later adopted by a Swedish Sami family, and who grew up to win Swedens “Got Talent” for his traditional jojking skills. That is probably the most Swedish thing ever. There must be something in the water there, or maybe it’s in the cider.

Not quite the home-run of Swedishness that “Knullrufs” was, but just like with “The Swedish Bikini Team” of yore, I’m sure the target market in the UK will think this is fun.