There’s no doubt that the classic 30-seconds spot will continue to be an effective branding medium for big companies (with big wallets) in many years to come. But this online brand film from Han Kjøbenhavn does something which is very hard for the TV commercial to achieve: it immediately positions the brand in a clearly defined creative and cultural context (the schnapps loving North of Scandinavia) without hard-selling the products. More than just being a commercial, it offers a deeper experience of the brand’s culture and true self.
Surreal, yes, but we find it hard not to like the contrast between the luring images and well-composed sound design. If it’s a bit too much for you, at least applaud the brand for trying to stand out in a category most known for pretty-faced commercials and boring event recaps.