Denmark's Christoffer Faarup warms up in Sochi. Photo: AP
Denmark's public broadcaster DR is urging its viewers to support Sweden rather than Norway at the Winter Olympics in Sochi, citing the Dane's own incompetency and Sweden's underdog status.
At the end of a promotional video for the channel's Olympics coverage, the narrator's voice concludes: "And for the next couple of weeks, we're all Swedish."
Nanna Bernth, DR's creative director, said the production team had decided to side with the Swedes simply because they were relative underdogs.
"The Swedes need it more than you," she told Norway's VG newspaper. "Since the Norwegians are so good, we thought we'd lean a little to the Swedish side to get the feeling of being part of the Olympic fun."
She added that she was well aware that the Danes weren't likely to be leading the medal tally any time soon. In fact, Danes haven't graced the podium since the women's curling team took silver in 1998.
Linda Sandgren, spokeswoman for the Swedish Olympic Committee, was thrilled with the new found support from the south.
"That's great to hear, it's something we're certainly thankful for," she told The Local on the phone from Sochi. "Denmark doesn't have quite the same Winter Olympic tradition that we have in Sweden. I like that they're behind us.
"We need all the support we can get."