Either way, I managed to laugh at an ad campaign. Again. This ad campaign was first brought to my attention by Tod. Although at the time I hadn’t seen it. Then, just the other day, I was riding the subway to Odenplan. And there it was. Staring back at me. Taunting me. Speaking to me. Like an old friend.
An old man, who bears an uncanny resemblance to my dentist back in the US of A if he had completely white hair, seems to be very pleased with himself. As he should be. He is on the cover of a book titled The Art of Farting. As someone who finds flatulence hilarious, even at the age of 25, this made my day. When fart jokes stop making my day, a part of me will have died. The fun part.
Other classic titles advertised are Herregud, jag var ju bara ung och naiv (Dear God, I was Just Young and Naive) written by Judas Iscariot and of course the Kokbok för militanta köttätare (Cookbook for Militant Meat Eaters). I found these to be hilarious. For various reasons.
One, as mentioned above, I still think farts are funny. Advertising campaigns that use farts are immediately winners in my eyes.
Two, I love eating meat and feel fairly confident that if people can be militant about their vegetarianism than people should also be allowed to be militant about their meateatingism.
Three, I like witty word play. And witty word play that is borderline sacrilegious? Even better.
Swedes are often stereotyped as being very dry people. Devoid of humor one might even say. I think it has to do with the stereotypical reserved nature. And also crappy Swedish comedies on TV. But then they come with advertisements like this and I can’t help but be impressed by the creativity and humor.
In case you were wondering, the ads are for an online book store. They claim to have over two million titles. They also claim that those titles they don’t have, probably don’t exist. Like a book written by Judas.
Welcome to Sweden. And the art of farting. And advertising.
Subscribe to a Swedish American in Sweden