Creativity

A Little Girl Attempts to Bring Back 'Hygge' Family Time in This Norwegian Chocolate Ad

Spot for Freia Aims to Modernize Brand

By Alexandra Jardine. Published on Jan 26, 2017

Editor's Pick

In a cute spot from Norway for milk chocolate brand Freia, a little girl gets creative in an attempt to get back the cosy family time that's missing in her life.

In the ad, by SMFB and directed by Social Club's Jesper Ericstam, we see the girl looking bewildered as her family rush around getting to jobs and appointments in the morning. Her father is in such a hurry, he even ties her shoelaces together (it's not clear whether she's supposed to be going somewhere too, or has just been left behind.) Every time someone slams the door, a framed photo of the family in more relaxed times rattles and eventually, it falls onto the floor and smashes. The girl then shows some resourcefulness by attempting to recreate the snowy scene for another photo when her family arrive home.

While Freia's advertising has previously featured cows and traditional Scandinavian landscapes, this is an attempt by the brand to tap into the popular Scandinavian concept of "hygge," or cosy time indoors in the winter, which, according to Freia, is something that gets forgotten when life is busy. According to the brand's head of marketing for Freia, Mondelez Norway, Emanuel Gävert, research shows that people are spending less time with each other, even in Norway, and the brand wanted to get closer to everyday life and the "hygge" phenomenon.

Rate this Ad

You must be registered to rate this ad.
Please Login or Register Now

About

Credits

Date
Jan 26, 2017
Agency:
SMFB Oslo
Client:
Freia
Director:
Jesper Ericstam
Production Company:
Social Club
DOP:
Henrik Stenberg
Executive Producer:
Henrik Lagercrantz
Producer:
Sara Lindblom
Production Manager:
Henrik Andersson
Editor:
Niclas von der Burg
Account Manager:
Vibeke Wiedswang
Account Director:
Lars Istre
Account Director:
Torstein Drogseth
Graphic Designer:
Magnus Snickars
Motion Graphic Artist:
Arnar Halldorsson

Tags

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.