A review of SAS’s new ad campaign, ‘What is truly Scandinavian’
dinavian.’ The fact that it is hugely controversial can be seen in the fact that it received 14k likes, but 115k dislikes on YouTube. Here, Marc Weber Bång, CEO of the SimpliFlying Global Institute, who is Danish, gives his opinion about what did and didn’t work in the campaign. SAS - Scandinavian Airlines released a new video ad last month titled “ What is truly Scandinavian”? However, it was taken down shortly after and then re-posted by the airline. I want to try and disseminate what might have happened here, and why SAS received so many negative comments and dislikes, and try to offer my views in terms of what I think worked in this video and what did not.
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Airline Marketing Monthly | March 2020
Last month SAS released a new advertising campaign called ‘What is truly Scan-
