Last week the Swedish festival and award show, Roy, took place in Stockholm. Winner for this year’s best TVC was Forsman & Bodenfors with a spot for Systembolaget. For those who didn’t know, we have an alcohol monopoly in Sweden and you can only purchase hard liquor at stores called Systembolaget, which are governmentally owned and only open until 7 PM weekdays.
For all other people than Swedes, this sounds completely nuts of course, so you can imagine how Systembolaget struggle to communicate why the monopoly should be kept.
You must be 20 to go shopping there, so naturally they have problems with adults buying liquor to teenagers. I couldn’t find a version with subtitles, but the spot is showing teenagers behaving exactly the way they tell their parents they behave at parties.
(Like the girl calling her mum to say that apparently the host already had some wine and that she’ll be bringing the bottle home again.) Claim: “No, that’s probably not the way it goes.”
Well. It makes a great point.
