I was reminded of the overall worthlessness that is November the other day on my way to a hockey game. Sitting on the train staring dumbly out the window I saw a man with his eyes closed, head tilted up, standing in front of a billboard. This is not normal behavior. Even in Sweden in November.
My eyes moved from the man to the billboard. Clearly this must be the greatest billboard ever. And it turns out it was.
Skandia, an insurance and online banking company, has billboards throughout Stockholm that are backlit stating “Lite ljusterapi i höstmörkret. Ett enkelt sätt att motverka lättare depressioner.” Horribly translated: A little light therapy in the autumn darkness. An easy way to combat mild depression.
First, this is awesome. It’s taking advantage of the season. It’s funny. And apparently it works, or at least the light therapy part works, no idea if Skandia has sold any extra car insurance policies lately.
Second, this is awful. Who wants to live in a country where people feel the need to stand in front of an advertisement to get light therapy because there is so little daylight? Me. I apparently want to do that. Because here I am.
Welcome to Sweden. You have been warned.
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