Many Swedes grumble about how their state is too closely regulated, but they have a lot to be grateful for. That's the message from this clever viral from by ANR BBDO and B-reel for TCO, the Swedish trade union confederation. Filmed in MTV documentary-style, it tells the story of Joe, a rich American who lives a celeb-style life in Beverly Hills. Turns out he's into the latest fad to "live like a Swede"-- with long and generous paternity leave, a great pension and all kinds of other benefits that come with the Swedish Part Model. It's hilarious -- particularly the scenes that showing him role-playing a retired Swede, and some choice lines: "Ten years ago it was an expensive watch. Now, it's living like a Swede".
The film has gone down a storm in Sweden, with over 50 000 views so far. While Swedes will be counting their blessings for their strong employee organizations, the rest of us will just be hugely jealous.