INTERNATIONAL: WHAT’S HOT IN FINLAND

It’s getting cold here at this time of year, so to warm things up I have selected a few campaigns which manage to get me hot under the collar.

It’s getting cold here at this time of year, so to warm things up I

have selected a few campaigns which manage to get me hot under the

collar.



The criteria I used to pick these campaigns is one that works every

time: they are simply those which make me seriously jealous when I see

them for the first time.



To start off with, I’ve chosen a TV commercial to promote Helsinki as a

European City of Culture in the year 2000. The campaign’s aim to ’train’

us to behave while there is still time works beautifully. The ad opens

with a small dog sitting on the pavement. The text says: ’He doesn’t

always understand the rules.’ The picture opens out and reveals the

dog’s owner taking a pee on the pavement. The dog looks at the man

before the text goes on to say: ’But maybe he will learn.’ The closing

text runs: ’Helsinki is a European City of Culture 2000.’ The ad is

simple, clever and funny, and is created by United Writers Limited.



The second ad I have chosen made me really mad because it is such a

clear, easy and timeless concept. It is a print series for the leading

Finnish women’s magazine which, roughly translated, is called Us Women.

As we all realise, it sometimes seems to be a man’s world. The people at

Hasan & Partners have turned this idea on its head. In this series of

ads, they show images of famous historical men - only they have all been

changed into women. It certainly works for me and for all the women I

know.



My last ad also comes from Hasan & Partners. It’s a commercial for a

small sports chain called Elmo Sports Stores, using a limited ad

budget.



In the film we see the loop of a basketball net through which balls are

thrown, aimed with incredible accuracy. The narrator says: ’Every 2,000

years or so, an individual is born who can depend on his God-given

talent.



The rest of us have to rely on great equipment.’ The next shot reveals

that the balls are being thrown from a baby’s pram. I like the ad

because it was made on a low budget and shows brain work instead of

money work.



It’s very simple and avoids the normal dull shots of sports stores.



I would say that during the last three or four years the quality of

advertising in Finland has greatly improved, although overall we are

still relatively unknown overseas. The length of our ads is 30 seconds

rather than the 60-second ads that are often run in Britain, so we have

to think harder.



We rely on a lot of humour, as you can see.



Jussi Mansukoski is the creative director at VPV Euro RSCG.



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