A Nordic airline has been referred to as “disgusting” for pronouncing Scandinavia has imported from different international locations most of the issues the area is understood for.
Scandinavian Airways (SAS), the service of Denmark, Norway and Sweden, launched a video marketing campaign previous this week that requested: “What’s in point of fact Scandinavian? Completely not anything.”
It went on to spot Nordic-centric concepts and pieces – corresponding to democracy, the Danish pastry, and Swedish meatballs – that every one originated in other places.
“Our democracy? Credit score is going to Greece…Even the Danish is not Danish. It is Austrian…The pleasure of Norway – the paperclip – was once in reality invented by way of an American,” the ad mentioned.
It added: “We take the whole lot we adore from our journeys out of the country, modify it slightly bit – et voila – it is a distinctive Scandinavian factor.
“In some way, Scandinavia was once introduced right here, piece by way of piece, by way of on a regular basis other people.”
However this ad – which the airline says was once meant to proportion the message that go back and forth enriches other people – was once criticised closely by way of nationalist and right-wing teams, and compelled the corporate to quickly take it down.
Soeren Espersen, the overseas affairs spokesperson for the populist Danish Other people’s Birthday celebration, mentioned 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 attempted to fly with SAS, however by no means once more. It is a promise.”
@SAS noticed your business. Strategy to devalue your nation and countryman’s pleasure. Other people love not anything greater than to learn they’re not anything and their tradition is hole. Each tradition however your personal is just right. Congrats, won’t ever suggest yourself hating airline. #sas #sascommercial
— Corbin dallas (@imperator_roma) February 12, 2020
The airline later launched a shorter edit of the marketing campaign video and mentioned it was once “regrettable” that their message have been misunderstood.
It mentioned: “SAS is a Scandinavian airline that brings travellers to, from and inside Scandinavia, and we stand in the back of the message within the movie that go back and forth enriches us.
“We’re happy with our Scandinavian heritage…After we go back and forth, we affect the environment and we’re influenced by way of others.
“The reports we carry again from our travels encourage us as people, but additionally our society.
“It’s regrettable that the movie is misunderstood, that some make a selection to interpret the message and use it for their very own objective.”
Talking in regards to the reaction to the movie, the airline added: “The trend within the remark sections and the amount of reactions in SAS’ social media channels counsel that the marketing campaign was once topic to an assault.
“We can’t settle for being a platform for values that we don’t proportion. As a result, we determined to unpublish the movie in our personal channels and we have now now evaluated the placement.”