Grandpa's Magic Trick for Wideroe Airlines

McCann Oslo has created a magical TV ad for Widerøe Airlines, perfectly soundtracked by the song 'Youth' by English duo Daughter.

McCann Oslo continues its award-winning work for Norway's first airline, Widerøe Airlines, with the launch of a cross-media campaign, introducing a new creative concept and tagline for the brand.

The new tagline “Hele Norge. Hele tiden” - which roughly translates as “All over Norway. All the time” - has been devised by McCann Oslo to celebrate and support Widerøe Airlines' frequent flights to small towns in every corner of Norway.

The TV ad leading the campaign is set in the middle of the Norwegian countryside, with mountains in the background and a traditional farmhouse and church in the fore, where an inquisitive young boy begs his grandad to show him a magic trick again and again. The grandad steadily refuses until, with his ears pricked, he prepares to perform the trick again, using his hands to seemingly magic out of thin air one of the small planes Widerøe is known for, much to the boy's amazement. The song 'Youth' by English duo Daughter plays as the Widerøe plane soars across the sky.

The work follows on from McCann Oslo's popular branded content campaign “A Summer Without Rain” in which two students were challenged to travel around the country without encountering a single drop of rain, and promotional campaign “Change Flight and Airline”, in which Widerøe accepted tickets for other airlines on Widerøe frequent flights, as long as a seat was available.

Agency: McCann Oslo
Client: Widerøe Airlines
Copywriter: Stein Simonsen
Art director: Torstein Greni
Agency producer: Beril Holte Rasmussen
Account director: Janne Espevalen
Project manager: Camilla von Borcke
Planner: Svein Sælid
Production Company: 4 ½
Director: Marius Holst
Director of Photography: John Andreas Andersen
Producer: Magnus Castracane
Editing and Post Production Company: Storyline
Music: Daughter
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