Visit OSLO has turned traditional tourism advertising on its head with its latest campaign, “Is it even a city?” This ad, created by NewsLab AS, cleverly uses dry humor and irony to promote Oslo by highlighting its shortcomings, which are some of its most appealing features.
Creative Concept
The ad features a 31-year-old Oslo resident named Halfdan, who takes viewers on a tour of his city with a tone of gentle mockery. His commentary, filled with dry Nordic humor, points out what he sarcastically considers to be negatives about Oslo—like the lack of long lines, the ease of getting a restaurant table, and the city’s compact size. This ironic approach cleverly flips the script on typical tourism ads, which often boast about exclusivity and grandeur. Instead, it highlights Oslo’s accessibility, charm, and unique appeal.
Execution and Humor
The ad’s humor is driven by its protagonist’s deadpan delivery and the playful inversion of familiar tourism ad tropes.
- Questioning if Oslo is even a city because “everything is just so available” and there’s “no exclusiveness.”
- Mock disappointment at Oslo’s accessibility and the ease of encountering high-profile individuals like the Prime Minister and the King.
- Sarcastic criticism of the lack of long lines for attractions and the ease of getting a restaurant table.
- I was comparing the city’s accessibility to the exclusiveness of New York or Paris, humorously presenting it as a drawback.
This reverse psychology entertains and effectively showcases Oslo‘s strengths, making it a standout piece of advertising.
Public Reaction and Impact
The ad has created a significant stir online, with many praising its cleverness and humor. Social media reactions include comments like “Norwegian humor is on another level,” and “it’s hilarious and now I want to visit.” The ad’s blend of irony and authenticity resonates with audiences, making Oslo appear charming and accessible.
However, some have pointed out the reality of Oslo’s high prices as a possible reason for the ease of getting restaurant reservations. Comments like “Do you know what kept us out of most restaurants when we were in Oslo? The prices!” and “Next time, in summer with a thicker wallet” add another layer to the conversation around the ad.
Comparative Analysis
In a world where tourism ads often blur into homogeneous montages of idyllic landscapes and exclusive experiences, “Is it even a city?” stands out for its originality and humor. The ad’s style is reminiscent of the subversive humor found in campaigns from other regions known for their unique takes, like New Zealand’s tourism ads. However, Visit OSLO’s use of irony and the Nordic sense of humor adds a fresh and distinctive touch.
Conclusion
“Is it even a city?” by Visit OSLO is a creative tourism advertising. By embracing irony and the city’s quirks, the ad entertains and effectively promotes Oslo’s unique charm. This campaign is a testament to the power of innovative storytelling and humor in marketing, proving that sometimes the best way to highlight a destination is by playfully embracing its imperfections.