Scandinavian Airlines (SAS) faced fierce backlash across Denmark, Norway, and Sweden after releasing an advert claiming “nothing is truly Scandinavian”. The 2020 campaign sparked outrage for dismissing Nordic cultural origins, linking staples like Swedish meatballs and Danish pastries to other countries, igniting nationalistic fury and leading to a bomb threat against the ad agency. SAS swiftly pulled the ad amid growing tensions.
Ad Challenges Nordic Identity
The controversial advert titled “What is truly Scandinavian? Absolutely nothing. Everything is copied.” systematically attributed well-known Scandinavian cultural icons to foreign origins — Turkish, Austrian, Chinese, Persian, German, Swiss, and Greek influences were cited. It described Scandinavians as modern Vikings who adapt external influences, concluding that flying SAS encourages further cultural discovery and exchange.
Nationalist Fury Erupts
Within hours, the advert received highly negative reactions, with dislike ratios reportedly as high as 50 to 1. Critics labelled it self-hating and culturally nihilistic propaganda undermining Scandinavian identity amid sensitive immigration debates. Social media and nationalist voices condemned the message as dismissing the region’s heritage in favour of elite cosmopolitan ideals.
Bomb Threat Forces Swift Action
The production agency behind the ad received a bomb threat, highlighting the intense emotional response. SAS described the backlash as a “coordinated attack” and promptly withdrew the full version of the campaign. A shorter edit was later released in an attempt to mitigate damage and sensitivity around the contentious topic.
Debate On Cultural Exchange
Supporters defended the ad as a factual reflection of cultural borrowing, emphasising all societies adapt influences over time. They argued the campaign promoted openness and historical accuracy rather than political messaging. The episode remains a noted example of the clash between corporate messaging on diversity and public concerns about national identity within Scandinavia.
