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TV viewers terrified by Swedish supermodel

A commercial for Apoliva, an assortment of personal care products for Apoteket, featuring Swedish supermodel Adina Fohlin has made a major splash, although not quite the one that the Swedish pharmacy chain was hoping for. Rather than running out to purchase Apoliva products, viewers are running scared.

TV viewers terrified by Swedish supermodel

The 30-second ad spot, set to the haunting tones of a Swedish folk song, depicts a close-up of a rather sullen and emaciated Fohlin standing in the snow, rain and sun. The clip ends with the tagline, “Apoliva – for Swedish conditions”.

Almost 100,000 Swedes, many of whom viewed the clip on YouTube, have joined a Facegroup group called “I am scared of the girl in the Apoliva commercial” (“Jag är rädd för tjejen i Apolivareklamen”) in reaction to the film. Several other related groups, both in favour of and against the ad, have popped up on the social media site as well.

The Facebook group was created by Swedish student Anders Hammas late one evening while he was studying. “That was when I saw this commercial that I thought was pretty horrible,” he told the Expressen newspaper.

The description of the Facebook group reads: “Those of us who have a TV and like to watch commercials/can't be bothered to reach for the remote are facing a problem. Apoliva has begun to run a commercial that is frightening. A woman singing a Nordic/Swedish folk song in freezing rain with lightning. I am creating this group for those of us who need somewhere to seek support and talk things out. It's only a matter of time before it creeps into our dreams and terrorises us in our sleep.”

“We definitely weren't prepared for this reaction,” Eva Fernvall, brand manager at Apoteket AB, told Expressen.

“It was never our intention to scare people,” she added.

Leif Sorte, project manager for the commercial at Forsman & Bodenfors, the advertising agency behind the film, said they always hope to draw attention, but the debate surrounding the commercial has been entirely unexpected. He remains positive despite the uproar. “We think it's fantastic that there have been so many reactions,” he told newspaper Göteborgs-Posten.

“We wanted to dare to do something different in the cosmetics genre where many things look the same, and highlight the Swedish weather and how it influences skin and hair,” Sorte said.

Folhlin's agency, Mikas, told Expressen that the model hasn't taken the criticism personally and that she was just playing a role in a commercial.

 

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VIRAL

Family’s Christmas video goes viral in Sweden

A video made by a Swedish family as a silly Christmas greeting for their friends has gone wildly viral on Facebook, receiving more than half a million views in just four days, not bad for a country of just nine million.

Family's Christmas video goes viral in Sweden
Björn Hansson is 'quite attention-seeking', according to his daughter My. Photo: Screen Grab

The video shows Björn Hansson, from Ljusdal, a small town in central Sweden,  prancing around the frozen Swedish countryside in a bunny suit pursued by his dog Yksi. 

 

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GOD JUL 2015

Dags för årets julhälsning från min far Björn Hansson! Speciellt tillägnad Maria Wållner, Ewa Almin Olsén, Malin Blomqvist och Sara Carlsson. Ladies, både nätstrumpor och mycket hud! Enyoy.

Posted by My Hansson on Wednesday, 23 December 2015

 
 
It was shot by Björn Hansson's daughter My. His wife Kickan Hansson and her friend Theresa Olsson acted as dog handlers.
 
“It's so funny to think that so many people have seen my Dad in a bunny outfit, and my Dad thinks it's very funny too,” My Hansson told The Local. “He is quite attention-seeking so he likes it. He's very hard to be around because he's very star struck by himself.” 
 
“It's completely idiotic, but great fun,” Björn Hansson from Ljusdal said in a separate interview with the Helahälsingland newspaper. 
 
The video was shot a few days before Christmas and shared on Facebook the day before Christmas Eve. 
 
My Hansson told The Local that she had expected the video to be shared 30 or 40 times among friends, as happened with the silly Christmas photos they have taken in previous years. 
 
The idea came from their previous year's Christmas photo, when she decided to suspend her father, dressed in a bunny costume, by his feet from a crane, to mimic the traditional way to treat newly shot hares. 
 
“In Sweden we have a hunting tradition where you hunt hares with a dog like our dog, and when you shoot a hare you hang it upside down with a tree branch in its stomach,” My Hansson explained.
 
“Last year we hung him up by his legs, so this year we thought we would do a movie showing how we shot him.” 
 
Both My Hansson and her father are keen hunters, with the daughter, who is an artist, working as an illustrator for a hunting magazine. 
 
“I knew that hunters would find it funny,” she said. “But I didn't know the rest of Sweden would find it as funny as they have.”
 
“I think it's unusual to see an old man, jumping around in the middle of the forest freezing dressed as a rabbit. I don't think people have seen it before.”