Scales of injustice

Audi – Salmon Fight

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Agency POL/Oslo
Production Company Einar Film
Director Aksel Hennie

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Credits

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Agency POL/Oslo
Production Company Einar Film
Director Aksel Hennie
Post Production Shortcut/Oslo
Creative Thorbjorn Ruud
Copywriter Robert Radoli
Designer Ole Jakob Boe Skattum
Talent Kristofer Hivju

DP Pal Ulvik Rokseth
Executive Producer Guri Neby
Post Producer Cyril Boije
Editor Magnus Evensen
Sound Editor Petter Fagelund

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These extremely loopy spots, created by Oslo agency POL and directed by Aksel Hennie through Einar Film, aren’t merely better than a slap in the face with a wet fish, they are literally a slap in the face with a wet fish. Well one of them is.

For this year's Super Bowl campaign, General Motors promoted its Ultium-powered electric vehicle with a series of teasers and a lead spot, No Way Norway, that starred Will Ferrell declaring war on Norway. He seemed miffed that the nation is selling more EVs than any other country in the world.

In his determination to belittle Norway he mocked its history of mackerel slapping fights, staged a pizza prank for five million Norwegians, and punched a hole in the globe where Norway is located.

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Audi – Norway Loves Pizza

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Audi – Globus

With admirable swiftness, Audi Norge has responded with a bonkers trilogy in which a vexed Hivju (Tormund Giantsbane in GoT)defends his country. In Salmon Fight he slams Ferrell’s ignorance, claiming Norwegians slap each other with salmon, not mackeral. D'uh.

In Norway Loves Pizza, outraged that Ferrell has ordered pizzas for all of Norway topped with insultingly tiny anchovies, he splutters: “So small fishes! No! We eat with big fishes.” Once again, he is moved to brandish a large salmon he happened to have handy, this time inserting into the folded pizza and eating it raw. In Globus he expresses his dismay that America should hate his country. All ads close with the tagline, 'Don't Hate. Imitate'.

An Audi Norway spokesperson stated: “Norway is a peace-loving nation, but we strongly felt that the GM hate campaign deserved a swift response – of course with a touch of humour.” Nicely played.