Wideroe - Grandpa's Magic Trick

Wideroe - Grandpa's Magic Trick

Wideroe ‘Grandpa's Magic Trick’ | Wideroe is a Norwegian regional airline that is part of the SAS Group.

The airline’s most recent commercial, created by McCann Oslo, features a young boy mesmerized by his grandfather's magic trick – his ability to rub his hands together and then blow a Wideroe airplane out of his mouth.

The spot's excellence lies in its subtle messaging to position Wideroe. The airline's tagline “All of Norway. All the time.” implies extensive coverage as well as frequent flights across the country – an idea alluded to by the fact that boy in the spot asks his grandfather to repeat a trick he just fnished doing. Additionally, the stunning and remote-looking visuals of the setting add to the message of Wideroe being a reliable carrier to even the most isolated corners of the country.

The spot runs broadly on TV and in cinemas in Norway, and has generated over 600,000 views sofar on YouTube where it has received rave reviews. According to AdWeek,

The ad, gorgeously shot, is deceptively simple. […] “A quiet spot from McCann Oslo that simply and beautifully recaptures the sense of wonder about flying through a subtle, delightful metaphor that makes the ad itself a minor miracle. Flying is magical, it indelibly claims.