Lisbeth Salander fans slam firm’s Millennium ad

Furious fans of the Millennium trilogy have vented their anger on social media after a Swedish asset management firm used Nordic Noir heroine Lisbeth Salander in one of their adverts.

Lisbeth Salander fans slam firm's Millennium ad
Rooney Mara as Lisbeth Salander in 'The Girl With The Dragon Tattoo'. Photo: AP Photo/Sony, Columbia Pictures, Merrick Morton

Moggliden AB, a company run by late Swedish crime writer Stieg Larsson's father and younger brother, recently became part-owners of asset management firm Placerum. The Umeå-based business celebrates this in a new advert, stating “Stieg Larsson's heirs chose us”.

In a video published on its website it also gives one of its staff members a complete makeover to turn her into moody hacker-cum-detective heroine Lisbeth Salander.

But the strange tribute to the main character in Larsson's Millennium series have rubbed some fans up the wrong way.

“Tasteful ad,” is one person's sarcastic response on Twitter.

“The probability that socialist, feminist, anti-racist Stieg would give his money here has to be considered somewhat low,” writes another.

The company itself seems to have anticipated the criticism, because it underlines in a statement on its website that Larsson's heirs have given their permission to use the author's characters in the short video clip and adverts published in Swedish media.

“They simply want to use Stieg's own fictional character to manage his legacy in a good way. If the campaign successfully generates more revenue it will lead to the growth of invested capital. And then, by extension, more money can be handed out to the issues Stieg wanted to support,” said Placerum chief executive Anders Ledin.

“Lisbeth Salander has already been used in massive campaigns to sell books and movies; the idea now is to, a bit like a refund, utilize that glow to develop the heritage the Millennium trilogy has created.”

Meanwhile, Eva Gabrielsson, who lost a bitter battle with Larsson's family to manage her late partner's work and strongly criticized a recently published fourth Millennium sequel, feels the advert runs counter to the anti-capitalist message in his novels.

“I don't think you should use Salander in any advert campaigns for companies. It's a bit surprising. (…) The novels are the heritage, not the money,” she told the Metro newspaper.


Netflix goes Nordic Noir with new Swedish thriller

Are you a fan of Scandinavian crime series? You're in for a treat.

Netflix goes Nordic Noir with new Swedish thriller
Netflix and chill. Photo: AP Photo/Elise Amendola

Netflix has ordered its first Swedish original series from one of the writers of worldwide hit 'The Bridge', capitalizing on the huge global appetite for Scandinavian noir television.

Adapted from the international best-seller by novellist Malin Persson Giolito, 'Quicksand' tells the story of a teenager on trial for murder after a mass school shooting in an affluent Stockholm suburb.

Published in 26 countries and voted Nordic Crime Novel of the year in 2016, the story has been adapted for TV by Camilla Ahlgren, the head writer on Danish-Swedish thriller 'The Bridge', and will go into production in 2018.

“Malin Persson Giolito's novel 'Störst av allt' ('Quicksand') is an original, fresh and suspenseful drama that we believe will make a fantastic Netflix series,” producer Pontus Edgren said in a statement.

“We asked one of Scandinavia's most respected writers, Camilla Ahlgren, to work with us and she was equally thrilled.”

Ahlgren said it would be “a great honour and challenge” to rework the thriller and love story about “guilt, responsibility, punishment and redemption” for TV.

Malin Persson Giolito with her novel 'Störst av allt'. Photo: Sören Andersson/TT

The 'Scandi-crime' genre – sometimes known as 'Nordic Noir' – has produced numerous global hit shows and movies in recent years, including 'The Girl with the Dragon Tattoo' and its sequels, 'Borgen', 'Wallander' and 'The Killing'.

'The Bridge' (2011) – shown in over 100 countries and remade in both the US and in a British-French reworking called 'The Tunnel – begins with the discovery of a dead body exactly on the centre of the crossing over the Öresund Strait between Malmö and Copenhagen.

“Sweden has a tradition of great crime literature and series and we've been looking for something special in this area,” said Erik Barmack, Netflix's vice president of international original series.