This Oslo’s Ironic Ad Campaign Will Tempt You To Visit The City, We Bet

“I wouldn’t come here”, is the surprising opening line of a promotional ad by Visit Oslo. Instead of pointing to the many attractions of the city, the ad uses dry Nordic humour to show its appeal. The person in the ad, a 31-year-old Norwegian man, points out how pedestrian-friendly the city is, how one can go swimming in its lakes and beaches and the possibility of bumping into the country’s Prime Minister. Throughout the one minute and 46 seconds, the video highlights how Oslo does not have restrictive exclusivity, as all top facilities are available to everyone.

The ad subtly takes a dig at cities like Paris where one has to queue for hours to see famous artworks. The protagonist stands in front of artist Edvard Munch’s The Scream and says “It’s not exactly the Mona Lisa”. Now, this ad is raking in likes on social media, with many praising it for its unique approach to promoting tourism.

On Tuesday, an X user shared it and described it as “Best tourism commercial I’ve seen in ages.”

So far this post has over 5 million views. However, amongst a barrage of comments applauding the genius of the advertisers, and praises of the city, many people are pointing out that Oslo is one of the most expensive cities in the world. Making this point, an X user wrote, “Highly enjoyable ad. He forgot a small matter of prices, however: Olso is one of the most expensive cities in the world. In that respect, it kind of is exclusive.”

Someone shared a still of a food plate from the above-mentioned video and wrote, “This will cost you a 2 month salary.”

Another person wrote, “No, thanks. You require a visa. And that’s a lot of documents. Not the “simplicity” you are trying to prove. Hypocrisy”

In response to such critical comments, an X user wrote, “People who are complaining about prices in Oslo remind me of the Oscar Wilde quip: some people know the cost of everything and the value of nothing.”

People also shared their experiences of staying in Osla. An X user wrote, “Oslo is the most walkable city on earth. I never used my car. Either walked or cycled (even skied on the streets in winter). Winters and summers are super nice but the rest of the years is wet and dark.”

Another person wrote, “Just months ago, in Oslo, I walked to the market in Oslo, saw the Prime Minister, on the street with a shopping bag, said hi. A few days later saw the King, while at Slottsparken (Palace Park) and in Springtime nice weather, people were chilling in the parks. Love it.”

“This is SO GOOD. well done,” a comment read.

After the ad’s virality, Anne-Signe Fagereng, the director of marketing for Visit Oslo, spoke to travel industry news site Skift and said, “The inspiration for the ad is Oslo’s position as an underdog as far as city break destinations go, both in Europe and in the Nordics.”