S&S London launched a new spot for Swedish hard cider brand Rekorderlig, positioning the drink as “Beautifully Swedish.”
The playful spot shows a pair of Swedish men with gray beards engaging in a thoroughly ridiculous ice skating routine (thus the title). Complete with very Swedish music, the spot ends with one of the skaters tossing the other across the ice, as the message “Beautifully Swedish” appears over the ice. It’s a somewhat bizarre approach, but the goofy humor does illustrate the brand’s uniquely Swedish identity. Whether or not that will actually lead anyone to purchase the beverage over its competitors remains to be seen.