A Nordic airline has been known as “disgusting” for saying Scandinavia has imported from different nations lots of the issues the area is recognized for.
Scandinavian Airways (SAS), the provider of Denmark, Norway and Sweden, launched a video marketing campaign earlier this week that requested: “What is really Scandinavian? Completely nothing.”
It went on to establish Nordic-centric concepts and objects – corresponding to democracy, the Danish pastry, and Swedish meatballs – that each one originated elsewhere.
“Our democracy? Credit score goes to Greece…Even the Danish isn’t Danish. It’s Austrian…The satisfaction of Norway – the paperclip – was really invented by an American,” the advert stated.
It added: “We take all the things we like from our journeys overseas, alter it a bit bit – et voila – it’s a novel Scandinavian factor.
“In a manner, Scandinavia was introduced right here, piece by piece, by on a regular basis individuals.”
However this advert – which the airline says was supposed to share the message that journey enriches individuals – was criticised closely by nationalist and right-wing teams, and compelled the corporate to briefly take it down.
Soeren Espersen, the international affairs spokesperson for the populist Danish Individuals’s Occasion, stated on Fb that he would have “a nasty style in my mouth” if he had been to fly with the airline once more “as a result of they spit on us like that”.
Swedish Democrats secretary Richard Jomshof wrote: “What devilish nonsense and self-hatred. Have at all times tried to fly with SAS, however by no means once more. It’s a promise.”
@SAS noticed your business. Approach to devalue your nation and countryman’s satisfaction. Individuals love nothing greater than to be advised they’re nothing and their tradition is hole. Each tradition however your personal is good. Congrats, won’t ever advocate your self hating airline. #sas #sascommercial
— Corbin dallas (@imperator_roma) February 12, 2020
The airline later launched a shorter edit of the marketing campaign video and stated it was “regrettable” that their message had been misunderstood.
It stated: “SAS is a Scandinavian airline that brings travellers to, from and inside Scandinavia, and we stand behind the message within the movie that journey enriches us.
“We’re happy with our Scandinavian heritage…After we journey, we affect our environment and we’re influenced by others.
“The experiences we carry again from our travels encourage us as people, but in addition our society.
“It is regrettable that the movie is misunderstood, that some select to interpret the message and use it for their very own objective.”
Talking in regards to the response to the movie, the airline added: “The sample within the remark sections and the quantity of reactions in SAS’ social media channels recommend that the marketing campaign was topic to an assault.
“We can’t settle for being a platform for values that we don’t share. Consequently, we determined to unpublish the movie in our personal channels and we’ve now evaluated the state of affairs.”