If you’ve ever wanted to visit Oslo then maybe think twice because according to this ad, there are no waiting times for restaurants, it feels more like a village than a city, you can walk from one side to the other and the lines into museums are short. You just wouldn’t get that with New York or Paris.
Told through the eyes of a grumpy local Norwegian, the spot strategically lists all the great things about the capital but in an obtuse and deadpan style.
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Brilliantly, the ad appears to draw inspiration from Danish-Norwegian filmmaker Joachim Trier, whose celebrated Oslo Trilogy (including the Oscar-nominated The Worst Person in the World) features an Oslo very similar to the one in the ad. Trier's protagonists ponder themes such as human connection, love, memory, and identity in a similarly subtle way.
Overall, it’s a masterclass in anti-advertising. It leverages sophisticated humor, an unconventional narrative, and cultural references to deliver a message that’s entertaining, making it stand out in the crowded global tourism sector.
Credits
Title: Is it Even a City?
Agency: NewsLab AS
Media: Kampanje